Retailers are failing to provide a consistent omnichannel experience, according to research from commerce solutions provider PCMS.

The study of 2,000 UK consumers found that just five per cent believe they received a ‘very consistent’ customer experience when comparing a retailer’s website to its app or store.

When it comes to those retail sectors that shoppers believe best manage the omnichannel experience, grocery and supermarkets came out top of the list (30 per cent), closely followed by fashion and footwear (27 per cent) and electrical stores (26 per cent).

For self-service and independent sales, 17 per cent of respondents said they would like cashless payment, where goods are scanned in store and paid for later online. A further 12 per cent would like to scan goods using the store’s device, while 14 per cent would like to use an app on their mobile phone.

Three in 10 consumers want to be able to order an out-of-stock item from another store and have it delivered to their home, while just under a quarter want to pay for online orders when they pick them up in store. Some 18 per cent would like to be able to combine payment for both online and in store purchases and 11 per cent would like to be able to top-up their online basket by purchasing additional items when they arrive at the Click and Collect point.

Steve Powell, director of sales at PCMS, commented: “Our research shows that consumers see a brand, not a channel – as such, they not only want, but demand, consistency across every touchpoint.

“To succeed in this omnichannel world, retailers need to focus on delivering compelling, joined-up services that will drive the engagement with shoppers and encourage them to return time and again.”

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