US consumers want retailers to integrate channels, as they continue to turn to digital channels for shopping, according to the hybris 2012 Multichannel Shopping Survey.

The survey examined US consumer behaviors and expectations for a multichannel shopping experience and found that over 80% of American shoppers are likely to become loyal customers to retailers that provide an integrated experience across channels.

Significance of online and mobile strategies continues to grow with 39% consumers reporting that they make more purchases online than in-store.

For the upcoming holiday season, about 46% of consumers plan to increase their online shopping during the holidays, while 8% plans to increase in-store shopping.

Nearly 19% of the consumers reported that they browse their mobile devices while shopping in a brick-and-mortar store, showing consumers continue to turn to digital channels.

About 66% of them used mobile devices to compare prices, with others using mobile to compare product choices and read online recommendations.

hybris North America president Steven Kramer said consumers are shopping on a variety of channels and devices, often simultaneously, with new technology introduced virtually every day.

"What we have found is that consumers have expectations that their favorite retailers will be accessible to them anytime and anywhere," Kramer said.

"Retailers who aren’t keeping up with the latest technology will find their customers moving to a retailer who will.

"Brands who want to provide a superior multichannel shopping experience should be in-tune to consumer preferences and adapt accordingly.

"For example, retailers who offer flexible fulfillment options are more effective at enhancing brand loyalty."

The survey also revealed a gap between consumer expectations and current retail offerings, particularly for mobile.

While 40% participants indicated they would be more likely to return to stores that distributed personalized offers, nearly half of consumers said retailers do not currently deliver these capabilities.

hybris is a vendor of multichannel commerce software based on a single platform including managed and hosting services.