Research on consumers choices
The majority of US consumers are opting to do their holiday shopping online this year and they may still visit physical stores while doing so. The study shows the trends towards a multifaceted retail strategy.
With the rise of digital channels and self-service options, consumers have tended to spend more time on their shopping experience. With this control also comes confusion as consumers try to make sense of new channels as well as new ways to interact with brands. 92% of the respondents said they prefer to have full control over the shopping experience when buying a product.
“Customers want to control and customize their shopping experience, which is why we want to allow them to switch providers, stores or even brands if they are not satisfied. You should listen to your customers and be aware of what they want during this busy holiday season. Offer them a great experience with some time-sensitive window shopping incentives.
Survey’s statistics
With the pandemic, consumers have been doing their daily shopping online. All signs point to them continuing to do their shopping on-line during the holiday season. The survey found that 67% of consumers plan to shop online from their phones or computers, and many are interested in mobile checkout options like apps (24%) or websites (20%). Regardless of the internet dominating how we shop, 60% of respondents say they’ll still be going to physical stores. This shows that retail isn’t a lost cause and there’s plenty of room for new brands to succeed.
The problem? 59% of consumers say they’re finding it hard to get hold of the things they need. As a solution, 20% of them see direct assistance from the customer service department as a solution and online chat being the most popular option at 32%. Telephone and face-to-face contact come in second at 24%. Two-thirds of consumers (65%) don’t care whether they talk to a person or bot, so long as they’re able to get an answer quickly. The most important factor for a successful customer service interaction is speed – the research shows that it’s what the majority of our customers care about.
To learn more about customer experience and how it’s changing your customer interactions, visit the SAP Customer Experience section of sap.com
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Author: PC-GR
The World of Technology
