A survey of 5,000 consumers in the US – backed by process integration specialist Sterling Commerce - has found that the range of functionality businesses offers their customers online has begun to raise their expectations for all channels.

For example, more than half of the respondents felt they should be able to exchange goods bought from a retailer at any of its branches, not just the one they bought the goods from. Two-thirds said they expect to be able to cancel or change on order through any channel: in store, via the web or on the phone.

Information of the availability of stock was another bug bear for the respondents: 43% said they were dissatisfied with the ability of shop staff to inform them of the availability of stock in other shops. Nearly 90% of respondents said they would go to a competing shop before checking online for availability.