The Importance of the Phone in Omnichannel Retailing

Consumers will do most pre-purchase research on their own. According to MIT's Beyond the Checkout Cart report, up to 80 percent of store shoppers check prices online. However, although it's important to leave customers to their own devices when it comes to research, voice is still a vital activation to purchase. Since the majority of consumers like to speak to real person before purchasing, brands need to ensure they are on hand to give that final sales push on the phone.