Key Takeaways
93% of retailers making website top priority during Pandemic.
86% reported increase their ecommerce website budget during Pandemic
81% report personalization as key focus right now compared to 55% pre Pandemic.
71% of retailers report brand authenticity is a key driver in online success.
iAdvize, a leading conversational platform solutions provider serving more than 2,000 brands in 100+ countries, today announced the results of a study that surveyed more than 100 US retail and e-commerce leaders to assess digital customer experience (CX) capabilities. Conducted by Gatepoint Research, a subsidiary of SimplyDIRECT, the survey which was conducted before and during the Pandemic found that 93 percent of brands consider their website a priority. Still, nearly 60 percent have faced resource constraints that impede progress on digital initiatives. However, this trend may evolve, as half of the respondents expect near-term budget increases to build on the digital momentum created by the COVID-19 pandemic.
Although omnichannel shopping has become the norm, the experience quality delivered across digital channels can vary. While 71 percent of respondents affirmed that their websites offer successful and memorable experiences, only 11 percent believed that their apps perform equally well. Since apps represent an opportunity to provide exclusive branded experiences to engaged shoppers, companies must focus on improving the experiences provided by their apps while continuing to enhance websites.
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“Although the COVID-19 pandemic brought disruption to retail, our survey indicates that brands have made improving the digital experience a top priority. Websites are an area of strength for many retailers, and the trend towards higher budgets is a sign that the industry has embraced the digital transformation,” said Nicholas de Rosen, Chief Executive Officer of iAdvize North America. “Retailers must continue to pursue innovative strategies to humanize the digital experience and create memorable and meaningful interactions for shoppers.”
Survey results indicate that brands and retailers recognized the value of delivering personal, human-centric experiences that build trust and foster customer goodwill. Specifically, the survey found:
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The survey included responses from before and after the pandemic influenced business strategies and consumer digital buying behaviors. Of note, 81 percent of COVID-era respondents highlighted personalization as a top priority, compared to 55 percent of pre-pandemic respondents. During the next chapter for retail, delivering truly personalized experiences that acknowledge shoppers’ humanity and provide individualized advice can distinguish brands from competitors.
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The post Retailers Increasing Focus on Humanizing the Digital Customer Experience: Benchmark Report Shows Steady to Growing Investment in Digital Transformation appeared first on MarTech Series.
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