Online shopping has become so big in recent years that it is disrupting the traditional brick-and-mortar retail industry. Many of the large retail chains we knew over the years, like Toys R’ Us and Circuit City, have gone out of business. Others, such as Kmart, Sears, and JC Penney, have begun closing locations because they’re unable to remain in business with so many shoppers moving to the web. Though these stores also have an online presence, the new online-shopping landscape makes it easy for consumers to shop around and find alternatives to the large retailers that used to be conveniently located in their neighborhoods.


  • Improved technical, operational, andcustomer-servicecapabilities。电子商务sites have continued to improve since the first edition of our电子商务用户体验报告系列。Sites have effectively addressed some of the biggest concerns and challenges related to shopping online. Issues such as poor product descriptions and photos, high shipping and return fees, and long delivery times have been largely surpassed. In many cases, the benefits of shopping online have exceeded those of shopping in physical stores.
  • Efficient and available transactions。Sites have made it easy to transact online, with fast, efficient checkout processes. Organizations have invested inOmnichannel UX.那resulting in improved experiences across many devices and channels. Convenient payment options, like PayPal & Amazon Pay, require little effort to input payment information. Browsers have also gotten smarter, with built in capabilities to remember and automatically fill in credit-card information. On mobile, users can use Apple Pay or Android Pay, or simply scan their credit cart using the smartphone camera.
  • Security。Despite all the news headlines, transacting online is much safer than it was in the past. Secure protocols are used to encrypt personal financial information as it is transmitted between customers and retailers. In general, users in our research studies report being comfortable to engage in online transactions with trusted companies.


Despite the observed change in shopping behaviors, we do not mean to suggest brick-and-mortar shopping is dead. On the contrary, real-world locations are still an important shopping channel. Their relevance in the retail ecosystem is simply changing. People still want to go to the store for many reasons — to pick up purchases, to save on shipping, or to touch and feel an item they discovered online.


People don’t distinguish between online shopping and in-store shopping. To them, it’s all shopping. Their shopping experiences might be fully online, fully in-store, or a mix of the two. Customers may start shopping in a store, but make a final purchase from the same store’s ecommerce website. This behavior is called “showrooming”, because the brick-and-mortar store acts as a showroom for customers to discover, touch, and inspect products — only to make a purchase online for the sake of cost-savings, convenience, or access to different sizes and colors. Since users already combine in-store and online shopping, companies that acknowledge this behavior and design their customer journeys to facilitate this type of shopping will reap the benefits.

在我们对第四版的研究中电子商务用户体验报告系列,研究参与者也从网上移动到物理商店。用户查看网站将它们指向本地商店。他们还从事“WeboRoming”(与展厅相反) - 他们开始在线购物,收集信息以使其店内体验顺利进行。一位用户说:“我的水软化剂在半夜溢出并淹没了我的地下室。我想在线查找除湿机器,所以我知道在本地购买的地方。“另一个说:“我正在寻找真空。我们有一个当地的胡佛零售商。我只是想过普拉普,而不遍布全身。“一个不同的学习参与者浏览了一个在线网站,并说:“他们有一堆好东西,但我知道我会在几天后亲自去看,看到物品关闭。”


  • Blend the benefits of online and offline shopping into one experience。Users move between the store and the web for specific reasons. Discover those reasons that apply to your products and customer base to enrich both channels’ experiences and to mitigate the need of switching channels in order to finish a purchase. These transitions are opportunities for something to go wrong and for lost sales.Try to seal the deal in one interaction.
  • 促进必要的过渡。您将无法完全阻止客户在线和离线通道之间移动。拥抱这种行为:了解他们为什么要做和工作,让渠道过渡轻松。



In this case, the benefit that the user received from going online after the in-store visit was better visualizations of the options for the item she was interested in. The physical store’s strengths included the ability to feel and try out the products, but it lacked a comprehensive view of furniture-customization options. Could the showroom have included kiosks, or digital terminals, oraugmented-realityfeatures for users to do this research while in the store?

Consider the alternative customer journey: the user could have started online by looking at the extensive fabric and color options on various chairs, then gone to the store to touch and try the furniture. How can retailers eliminate the need to go to the store at all? Perhaps by offering samples or swatches, comprehensive product information, robust reviews, high-quality photography, or return policies that make people feel comfortable purchasing an item online without having seen it in real life. Eliminating the need for users to go to the store is all about making themfeel confident purchasing onlinethrough high-quality product information.

One user in our study was very close to purchasing a washing machine on, but, because there was not a close-up image of the control panel on the machine, she begrudgingly concluded that she would need to make a special trip to the store to get a better look at the control panel before committing. She said, “Well, I’ll click to zoom to see what the actual features are [she clicks to zoom]. I wish I could see what the dials actually say, and I don’t know how to do that. I can’t zoom in. To me, that’s not letting me zoom enough. I would expect to be able to see the top control panel. More than likely I would not purchase something like this online without being able to see the product fully. I would go to the Sears store and look at it.”


Facilitate Transitions Between Digital and Physical Experiences

Not all transitions can be avoided and some of them are options built into the shopping experience. Such transitions often occur when users return or exchange an online item or visit a store to pick up items ordered online. The best omnichannel experiences anticipate when customers will move to a store after an online interaction and design the experience to help them make this transition successfully.

例如,发送确认电子邮件with clear directions as to where to park at the store, what to have ready, and who to talk to.


Behr Paints Seamless
Behr Paints put touchscreen kiosks in Home Depot stores allowing customers to scan the paint swatches they were interested in, in order to continue their consideration of these paint colors at home and online. The kiosk texts a special link to the users phone to access the paint colors at another time.