Shoppers Expect Online Buying to Be Easy

A recent eCommerce Relevance study revealed that shoppers believe there is a brand experience gap between brick and mortar stores and eCommerce sites.  This perceived gap provides an opportunity for savvy retailers to improve their online shopping experience, including offering product protection early in the buyer’s journey.

This ongoing battle for retailers to improve online shopping is not new, but apparently is not improving. In fact, a whopping 91% of shoppers say they encountered at least one problem when shopping online in the past year.

The most likely issues cited by consumers were slow websites, not finding what they want, and disorganized app navigation. Despite lockdown restrictions loosening for months, shopping online remains the primary mode of consumption for many of those responding to the survey.

Consumers crave easy digital experiences with fully 93% of respondents saying they expect the online shipping experience to be at least equal to, if not better, than in-store.

Retailers know that a consumer’s time is precious, so speeding the customer journey is effort well spent. Consumers are doing their research online before purchasing. So make sure if they come to your site first, it is organized and will satisfy their need for more information.

One of the reasons why consumers are not going directly to brands is because those brands have not set themselves apart as memorable. A majority of respondents said they would pay more if they could find what they are looking for in just a few clicks. And 48% of respondents said that supporting content adds value to products.

Retailers that can create a compelling brand experience on a more personalized level will provide the relevance remedy that consumers seek.

And retailers need to make sure they are tapping into the preferences of younger demographics. Millennials and Generation Z respondents are the most likely to turn away from retail giants like Amazon to gain a more personalized shopping journey.

Millennials, people born between 1980 and 1994, make up 26% of the total U.S. population with a growing income and shopping might.

Gen Z, people born between 1994 and 2001, represent the most racially diverse segment with 25% of the total population in the U.S. They are the first generation to grow up with smartphones and social media, with a sizable number eligible to vote this year.

These generations say they are 51% more likely to share personal data with brands they trust, especially if it improves their buying experiences. Online shopper are demanding the same personalized attention they receive from observant in-store sales assistants.

Cookie-less browsing, privacy laws, and ecommerce site challenges leave brands scrambling to determine shopper intent and serve relevant recommendations and content.

In times of uncertainty and disruption, buyers want to save money, reduce frustration and feel confident about their purchase decisions. Shoppers need to believe they are doing the right things to be secure in their buying outcomes.

The most successful brand marketers understand shoppers’ emotional and financial needs and address them throughout the buying journey.

Offering extended service contracts to customers is one way that brands can exceed customer expectations and improve customer satisfaction. Retailers’ ecommerce sites should provide easy ways to add product protection at the time of purchase. Optimized sites include product protection throughout the buying journey, not just at checkout.

Details about the benefits of extended service plans should be easily accessible to in-person and online shoppers. Retailers that sell Centricity extended service plans can grow revenue and build customer loyalty that lasts a lifetime.

Centricity partners with retailers and manufacturers to provide customized product protection solutions that drive revenue and result in loyal, happy customers. If you want to learn more about product protection plans and customized implementation and training for your team, contact us today.

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