For Customer Experience Professionals

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	December 7, 2009 How Satisfied Are US Consumers With Web-To-Store Shopping? by Adele Sage with Elizabeth Boehm, William Chu

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Executive Summary

Although single-channel interactions satisfy more than 70% of consumers, the results aren't so great when it comes to Web-to-store shopping. Less than two-thirds of consumers are satisfied when researching apparel/footwear/accessories, consumer electronics, and wireless products and services on a company's Web site and then purchasing in a store. In fact, they cite common problems like missing inventory information, inconsistent prices, and difficulty finding products in the store. In order to improve the transitions between the Web and the store, customer experience professionals should provide consistent information regardless of channel and add Web site functionality like viewing store inventory online.

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