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)

Shopping habits are increasingly mobile, even automated

Blis, a global marketing technology provider, has published a white paper entitled "Omnichannel Consumers Treading New Paths to Purchase", which identifies the changing preferences of consumers in an omnichannel retail landscape and the opportunities for marketers to better connect with their customers.

The findings show that mobile shoppers provide a rich opportunity for retailers, with two-thirds of individuals who search for products on mobile browsers or apps more likely to complete their purchase immediately. In addition, the research uncovered that two-thirds of consumers have at least one shopping app on their phone, with 13% having five or more.

Mobile's relevance extends to the in-store experience, with 41% of consumers who engage in mobile prompts saying they would be swayed to visit a store based on a mobile ad when close to the store, and 29% stating they would be driven in-store by a mobile ad seen at home.

This connection between mobile data, particularly location data, and foot traffic is especially attractive, given that in-store remains the channel of preference for purchases for a full 35% of consumers.

"This research shows that mobile shopping has established itself as the crucial element of an omnichannel strategy," said Gil Larsen, Vice President, Americas at Blis. "Consumers today are increasingly expecting brands to deliver a seamless, connected experience across all channels. So the ability to glean real-world intelligence from consumer data to inform the shopping experience is key, particularly as retailers face increased competitive pressure from Amazon."

Heavy mobile usage holds an opportunity for other channels as well, including brick-and-mortar retail. The research found that there are ways to drive engagement and brand loyalty among consumers with innovative features and an omnichannel approach that enables consumers to move seamlessly from the online to offline shopping world. Further, more than one-third of respondents said they would spend more time in-store if they could reserve their purchase online. This provides an opportunity for marketers to draw consumers from mobile screens to in-store experiences, but requires them to find creative ways to blend the two.

Automated shoppers, automated underwear
The research also uncovered a notable preference for automated shopping among many consumers. The study showed that 41% of consumers would be willing to let an online retailer automatically buy and ship them basic household goods such as dish soap and cleaning products, while more than a fifth (21%) would let the retailer purchase their underwear for them.

This trend was particularly pronounced among younger consumers, who appear to prize convenience above all else. Almost 81% of the 25-34 year old cohort would be receptive to automated shopping (versus 61% of overall consumers).

"Automated shopping is an increasing trend among a large segment of the population who are looking to retailers to maximize convenience and minimize friction in their shopping experiences," Larsen noted. "Retailers need to be taking this lesson to heart across all their channels, exploring the data around consumer purchases and lifestyles and seeking ways to build out automated processes both online and in-store."

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)