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)

Canadians losing patience with frustrating retailers

They will defect if the retail experience is too difficult

The study, conducted in partnership with Google Canada and WisePlum, asked more than 5,000 Canadians about their requirements of retailers, and about their shopping preferences, expectations and needs. The results showed that Canadian shoppers demand a seamless retail experience no matter if they buy in-store or online and are more likely to switch retailers who do not provide a perfect experience.

Little Tolerance for Online Errors
Since the first Canadian ecommerce transactions years ago, consumers have been willing to accept some fulfillment and service issues that come with online shopping. But that is changing.

Within the last five years, new technology, tech-savvy consumers and the growth of mobile has contributed to significant e-commerce growth. The 2018 study clearly shows consumers are becoming increasingly intolerant of frustrations, especially with online purchases. More than one-third (67%) of those surveyed reported having a problem with online purchases while only 41% of consumers said the same of in-store purchases. Considered up until now to be a convenience driver, online is becoming the Achilles' heel of retail.

"We are seeing a consumer who will not hesitate to switch retailers when problems occur," says Diane J. Brisebois, President & CEO, Retail Council of Canada. "Consumers are frustrated by long checkout lines in store, annoyed by all the credentials required for an online purchase or finding out a product is out of stock after they have decided to buy. Retailers in Canada are aggressively looking at new ways to quickly meet the increasing demands of consumers to remain competitive."

The survey found the demand for a better experience is being driven by Millennials (59%) who report to experience more problems with both online and in-store purchases than older consumers (32%). Younger consumers expect flawless shopping experiences and are not willing put up with learning how to purchase a product.

"Younger Canadians are technology experts. They want shopping to be more personal, faster and better, and it should work across all devices and surfaces by merging online and offline to create one intuitive experience," said Eric Morris, Director of Retail, Google. "They are moving fast, and retailers need to move faster. If a retailer can't connect their customer to the right product in as few steps as possible, they will go elsewhere."

Death of Bricks-and-Mortar 'Exaggerated'
Consumers have made it clear that they want both online and in-store choices, both for product and service. Online shoppers are increasing their demand for physical locations nearby in order to complete their experience.

Consumers are doing more research before purchase and are using both physical and digital stores to do it. It was assumed that consumers go into a store to touch a product but ultimately purchase it online. According to the research, 61% of shoppers did at least one online activity prior to an in-store purchase while 65% of shoppers did at least one offline activity prior to an online purchase.

Increasing Pressure on Retailers
Retailers need to focus on being omni-channel and frictionless when it comes to delivery or they risk losing market share. Based on the survey, consumers want speed, selection, service and price. Traditional brand affinity is fading.

"The study highlighted that a new generation of lifestyle and experience-driven consumers have specific demands when making a purchase and these expectations are increasing," said Paula Courtney, Product Founder for WisePlum. "We found that retailers that were not able to reduce points of friction from their stores, and provide convenience, service and value lost customers."

This year, consumers indicated that Grocery is especially where they want more convenience which includes: click & collect, curb-side pickup, delivery to home, and designated pickup locations - all with the purpose of providing consumers with flexible options on how they can shop.

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)