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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)
 

Retail loyalty subject to cross-channel strategy

Almost one third of consumers feel that a negative experience with an online retailer's web site leaves them with an overall negative impression of the retailer, according to a study by Sterling Commerce and Demandware.

But apart from potential damage to the retailer's brand, half of consumers said they would avoid the retailer for one or more visits after attempting to purchase something that was out of stock.

The survey of 3,600 US consumers revisited several questions from a 2007 survey of consumer expectations surrounding the cross-channel shopping experience, and found that the majority of consumers (85%) expect seamless integration across all channels.

In fact, compared with 2007's survey results, consumers' expectations have increased in all areas of the purchasing lifecycle:

The survey also confirms the growth of the web as a primary shopping channel, highlighting the web as an important entry-point for retailers' cross-channel shopping strategies. For example:

"These results suggest that a lack of consistency across channels is actually affecting current and future purchasing behaviour," said Jamus Driscoll, vice president of marketing for Demandware. "It's not enough to simply have different channels integrated from a technology standpoint, but the experiences need to line up and consumers need access to the same information, prices and products whether online, in-store or on mobile devices. If the brand experiences don't align, the competition is only a click away."

The survey also noted that consumer expectations for a seamless cross-channel experience demonstrate a growing desire for retailers to simplify the shopping experience. For example, more than 60% believe that being able to use their mobile phone while shopping to verify product availability at a particular store is either important or very important.

Among its findings, the survey also highlighted that:

"Today's consumer has expectations that blur channel distinctions, merge touchpoints into a continuous interaction, and demands more choice at every step," concluded Jim Bengier, global retail industry executive for Sterling Commerce.

And finally, with many retailers paring down their inventory to help control costs, out-of-stocks are becoming more prevalent and, as the survey suggests, this can negatively affect consumer loyalty. In fact, nearly half (49%) said they would make fewer trips to the retailer and 31% would start shopping online for those items they find are often out-of-stock at the retailer's bricks-and-mortar store.


Sources: Sterling Commerce; Demandware /
The Marketing Factbook.
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    Categorised as:

  • Customer Experience
  • Customer Loyalty
  • Knowing The Customer
  • Marketing Know-How
  • Marketing Technology

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)
 
Copyright © 2001-2025 Peter J. Clark