The omnichannel experience. The omnichannel experience. (Source: Shutterstock)

Online and omnichannel customer experience have become more important for many consumers, and more than half of American consumers are researching financial products in services in one channel but buying them in another, according to a new study by London, England-based scheduling platform company JRNI.

The survey of 1,000 U.S. and 1,000 UK consumers found that 56% of American banking consumers research financial products and services online but purchase them in a branch either often or sometimes; it also found that 44% do the opposite by researching the product or service in the branch and then purchasing it online.

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Tina Orem

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