There is a “clear disconnect” between shoppers’ and retailers’ expectations of omnichannel shopping experiences, according to research from Klarna.

While 75 per cent of retailers think their omnichannel capabilities are “sophisticated”, half of customers say they lack consistency between websites and stores, the research found.

It was found that retailers misjudged the importance of key and irreplaceable aspects of in-store shopping, such as seeing and feeling items in real life.

The research relied on responses from over 500 retailers and from almost 15,000 Klarna buy-now-pay-later customers.

Over half (51 per cent) of Klarna users shop at retailers’ physical stores, but some retailers misjudge the extent to which shoppers value in-store offerings.

Half (49 per cent) of shoppers value being able to visit showrooms to see items in store, but pay online – whereas only 32 per cent of retailers think this adds value for customers.

Also, over a third (36 per cent) of retailers say human sales assistants add value to the in-store experience, but only 26 per cent of customers say they do.

Retailers also fail to fully appreciate the importance of a smooth, easy experience when shopping online, with 84 per cent of shoppers saying they prefer autofill functionality online, for instance. But only 33 per cent of retailers think this adds value to the shopping experience.

And only 45 per cent of retailers believe one click payments or check out adds “significant value” for their consumers, whilst 65 per cent of shoppers report this to be one of the most important aspects of their online shopping experience.

Alex Naughton, head of Klarna UK & Ireland, said: “Today’s consumers shop across a multitude of channels, from brands’ websites and physical stores to social networks and search engines. But if retailers are to see a return on their omnichannel investment they need to ensure they avoid any disconnect and fully understand shopper priorities.”

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