Consumers' expectations are high when it comes to their shopping experience. They want personalization, they want same-day delivery and above all else, they want consistency.

In a March 2018 survey by Ipsos and customer experience software provider Medallia, nearly two-thirds of US digital shoppers said they want to get a consistent level of service regardless if they're shopping at a physical location or through a digital channel. And almost as many respondents (55%) said they want "a frictionless flow of information between multiple channels."

There's no doubt that online-to-offline (O2O) and omnichannel capabilities are important to consumers. In fact, according to the survey, they're more likely to expect such things compared with automated customer service support (48%), personalized experiences (39%) or even same-day deliveries (25%). 

This echoes similar findings from a February 2018 study by Conversocial, where 17% of US internet users said remaining in the channel where the  request was initiated was the most important piece of a good online customer service experience. 

Marketers are certainly taking note. A March 2018 study by CMO Council and RedPoint Global found that 53% of senior marketers in North America are prioritizing meeting consumers wherever and whenever they first initiate engagement. Meanwhile, more than four in 10 retail executives in North America polled by BRP (Boston Retail Partners) said creating a seamless experience across channels is a customer experience priority.