eCommerce is gaining more and more market shares. But what do customers think and how much potential for development still lies in the digital shopping experience?
According to a recent survey on online shopping behavior for which 1,000 consumers were surveyed on behalf of Uniserv, many customers would like to buy even more products and services online, if they had the chance to. 98 percent of respondents prefer the online purchase to the visit of a brick-and-mortar store, mainly because it is more convenient, cheaper and less time-consuming.
Retailers need a “360-degree customer view”
There are certainly differences in which products and services are particularly popular online. 52 percent of those surveyed prefer to close mobile phone contracts online now and a third of the consumers buys their clothes on the internet. Products with a higher demand for advice, such as auto parts and insurances are, however, still mostly purchased offline in local businesses.
"Companies need to recognize that customers often have a lot more digital experience than them. They must learn to understand the changing buying behavior, how the customer is ticking and what he really wants. A 360-degree customer view therefore is essential to keep up with the digital competition. Otherwise webshops and online retailers will sound the death knell for traditional companies, " explains Holger Stelz, Director of Marketing & Business Development at Uniserv.
Retrieve information and services on all channels
Among the advantages which make online shopping so popular, personalized product recommendations are most important for many customers. This is of course one thing which brick-and-mortar retailers cannot give the customer, because the salespeople do not know the customer and his preferences. But brick-and-mortar retailers also received a lot of data about the customer - for example through loyalty programs or if the customer has already bought something in their own online shop. This data they can also put to good use.
But it is crucial that both online and offline data about the customer from the different channels and data sources converge and the salespersons in retail stores also have access to the data, for example via a mobile device. Consistent customer data therefore is important for both online and offline merchants. For a consistent service experience across all Touchpoints is crucial for customer loyalty.
