Shoppers Increasingly Use Omnichannels: Applause

Nearly six in 10 consumers plan to shop via a mobile device this holiday season, up from 47% last year, and 43% will shop from a computer or laptop, reported Applause Thursday. Some 69% of respondents said they felt comfortable returning to stores; 45% of those plan to spend less than they did in 2020, per an October survey. Of the 91% who plan to shop online, 68% plan to spend the same or more than in 2020. Digital experiences are gaining with shoppers, with 58% using services like curbside pickup, buy online pickup in store and buy online return in store; 66% are more likely to shop a brand that offers omnichannel options. Applause cited “work to be done,” with 24% of shoppers who used curbside pickup reporting problems with finding where to park and having trouble identifying the curbside pickup option on their phone. Price remained the biggest factor for online purchases for 39%. A disruption in checkout is the top reason shoppers abandon e-commerce purchases, it said.