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Customers Demand Digital, Personalized Experiences for 2020 Holiday Shopping Season
The 2020 holiday shopping season is already underway in the U.S. While a few weeks earlier than the typical after Thanksgiving kick-off, this year has seen a shift in the norm due to worldwide shutdowns and social distancing practices. Still, some shoppers are saying that while shopping online is preferred, they still want in-store experiences too.
Here are some essential points for retailers to focus on during this season.
According to a new survey released by SAP (News - Alert), over two-thirds of U.S. consumers said they plan to do their holiday shopping online this year. The ease of using online shopping sites, comfort of shopping from home, and social distancing norms change how shoppers make their purchases.
Those turning to the online shopping channel this season use desktop and mobile (both apps and mobile websites), so experiences need quality across all digital channels.
Still, sixty percent of survey respondents also said they would even do some of their holiday shopping at brick-and-mortar stores.
These results point to an essential balance between top-notch online and mobile shopping experience and not neglecting in-person experiences at retail locations.
The survey, conducted by online market research firm Dynata, asked 1,000 U.S. consumers their shopping preferences with brands and found that as more people utilize digital channels to shop and communicate with brands, they want even more control of how those experiences happen and when. They also said they are looking to shop brands that make locating products and stock a frictionless transaction.
When questions do come up, or assistance is needed, respondents said they need prompt customer service - preferably with an online chat option.
"Customers want to choose and influence their experiences," said Paula Hansen, chief revenue officer of SAP Customer Experience. "They will switch a provider, business, or brand if they aren't satisfied with the experience delivered. As the holidays approach, companies must take note and listen to consumers' needs in this unique shopping season and address them quickly to deliver the experience they deserve."
Edited by Maurice Nagle