Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Consumers are taking longer to consider purchases

This greater degree of consideration given to purchases represents an increase of some 7 visits since January 2011, when shoppers visited a brand only 2.5 times on average before buying. And with a recent survey from Deloitte showing that 95% of online sales are incremental to store sales, there is a clear need today to provide a true omnichannel customer experience.

"Consumers' confidence in the web means they move around very quickly between devices, channels and websites. They know what they want and understand how to find it, so are making more comparisons between retailers before taking the decision to buy," said Seth Richardson, CTO for Rakuten Marketing.

Over a period of only four years, the average number of channels used before conversion also increased, from 1.25 in January 2010 to 3.25 in 2014. Mirroring this trend, a Christmas 2013 study by John Lewis found that one third of its click-and-collect customers purchased an additional item in-store, and Tesco found that 40% of grocery orders were created using more than one device. Clearly, consumers are no longer shopping purely in-store or purely online.

"Marketers now know that focusing on a single channel means missing the 'modern shopper' at crucial stages of the purchase journey. Certainly, there are operational challenges to achieve an omnichannel approach, but the real challenge is to accurately measure performance," concluded Richardson. "Without effective measurement in place, brands can't fully understand which of their campaigns are really working, and therefore how to spend their budgets wisely. With the right tools in place, marketers have the power to consolidate and clarify data, improving campaigns continually based on real-time responses."

The full white paper has been made available for free download from Rakuten Marketing's web site - click here.

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)