Purchasing is an omnichannel journey: A guide for marketers.

Purchasing is an omnichannel journey and marketers tend to be obsessed with it.

Even if they understand that a whole journey leads to a purchase, the actual sale is the tangible result of all their efforts. This means that many focus on where the purchase is made, either online or in-store. It is an important data point. And in the past, people have preferred to buy certain things online and other things in the store.

In fact, customers today like to surf and research online, even if they intend to shop in a store. Over 80% of US shoppers who visited a store recently said they used the online search before going into a store. In regards to videos and app purchases, over 90% of shoppers claim to have used online resources.

Not so long ago, it seemed strange to buy clothes or shoes online. How could you buy something without trying it? Today clothing is a true omnichannel retail category. In fact, about 70% of shoppers say they buy clothes both in the store and online, and 23% say they only buy clothes online.

Of course, there are still a variety of categories that are usually bought in the store – think of household items such as cleaning products or toiletries, cosmetics or household appliances.

For food, over 70% say that they are only bought in the store. But, significantly, online shopping is also on the rise in these traditionally offline categories. The percentage of shoppers who purchased sporting goods online has risen to more than 75% in the last year, a significant increase over just six months earlier.

Large household appliances also saw significant growth in the online category during this period – an increase of nearly 28%. Even groceries grew 19% in the online category. A better experience Overall, 68% of people say they want to shop more online next year.

The reason is pretty simple. Many say that the online shopping experience is better with certain aspects of shopping than in the store. Shoppers say they prefer online shopping to find items they’re looking for, compared to 27% who say they prefer offline. People feel that online shopping makes it easier for them to find the right item at the right price.

Online shopping indeed continues to grow in different categories, but it’s also true that people actively do both. When it comes to categories like movies, books, and video games, most buyers say they buy both in-store and online.

Ultimately, people try to meet their needs as efficiently as possible, whether they just shop online or research online before going to the store. Regardless of the category, make sure your experience is in-store and online Integrated. Share the local inventory, where possible, on your website and through the search. Desktop and mobile speeds are just as important or even more important than speed in the store. Optimize your search capabilities so that users find exactly what they are looking for and make it easier for repeat customers to pick up where they left off. If you can follow these steps to be truly omnichannel, you are ready to win.