Omnichannel research that shows where the sale is really won.

Omnichannel research maps shopping journeys that cross online and physical channels, such as browsing on a phone and then buying in store, and shows what each channel contributes to the sale. In simple terms, omnichannel treats phone, website and store as one journey, where multichannel runs each channel apart. The research also shows where the handoffs between channels break down. Nextyn builds each journey from shopper interviews, surveys and exit interviews at the store, and the retail and CPG practice has researched shoppers in 85+ countries.

A Nextyn omnichannel study delivers three outputs: a shopper journey map across channels, the role of each channel by shopper group, and priority fixes with investment calls. Each output comes from primary research with the category's shoppers, covering the channels a retailer's own analytics cannot see:

• Journey map: the routes shoppers take from discovery to purchase, by mission
• Channel roles: what each channel, owned or third-party, contributes to the decision
• Priority fixes: the handoffs that lose shoppers, and where investment should go first

Nextyn interviews shoppers at three points in the journey, online, in the aisle and at the store exit, and adds the store and e-commerce staff who see the handoffs from the other side. Each study matches the sample to the category, channels and markets in scope:

• Online browsers and buyers, through surveys and in-depth interviews
• In-store shoppers, through intercepts in the aisle
• Exit interviews after purchase, capturing what decided the sale
• Store managers and e-commerce leads, on where shoppers drop out

Nextyn runs omnichannel research in the United States and Canada, among other markets, and the retail and CPG practice has researched shoppers in 85+ countries and 50+ languages. Markets are agreed at scoping, since the mix of store, marketplace, delivery and social channels differs by country. Recent Nextyn work used exit interviews and retail audits to compare channels and shopper needs across 20 household-care markets.

Nextyn recommends omnichannel research before a budget review that judges channels on last-click sales, before cutting store or digital spend, or when shoppers drop out between online and store. At those points the research shows what each channel contributes, so the channels that win the sale are not the ones cut. Nextyn sends a research plan within 48 hours of the brief, ahead of the budget round.

A Nextyn omnichannel research project runs in four steps, from brief to read-out, and nothing is commissioned until the client approves the plan. The client sees the sample, method and price before any fieldwork, and reads every interview with the Nextyn team at the end.

1. Submit the brief: the category, the channels and the investment decision the research must settle.
2. Receive a plan within 48 hours: who Nextyn will interview, how, and what the work costs.
3. Approve the plan: fieldwork starts only after sign-off.
4. Review the read-out: every interview read together, showing where online shoppers, store shoppers and staff agree, where they conflict and what is still open.

Nextyn sends an omnichannel research plan within 48 hours of receiving the brief, stating who will be interviewed, how, and what the work costs. The plan sets the fieldwork length for the channels, markets and shopper groups in scope, so a single-retailer journey map and a multi-market study each get their own timeline. Nothing is commissioned until the client approves the plan.

Nextyn's omnichannel research follows shoppers across every channel they use, including rivals' stores and marketplaces, while web and store analytics record only what happens in a retailer's own channels. Analytics show what shoppers did, and the research adds why they did it and where they went next.