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Thought leadership

Illuminating research looking at the so called ‘new normal’ in this week’s newsletter suggests more than half of UK customers would change from a ‘favoured’ brand or retailer to a competitor if the overall digital experience did not meet their expectations.

The Nuxeo research, nattily titled ‘Navigating the new normal: How customer experience has become even more important for retailers and brands as they look to the future’, also revealed that almost two-thirds of shoppers would be more loyal to a retailer that offers exceptional customer experience. Important elements of an exceptional customer experience were identified as good value and reliable delivery services, but also immediate access to relevant and useful content relating to a product. More than half of respondents said that if a retailer had poor product information on its website, they would buy that product elsewhere, while one in two would do so if a retailer had poor product imagery on its website.

Chris McLaughlin, chief product and marketing officer, Nuxeo says “Retail was competitive and challenging before the pandemic and with so many of us only shopping online now, it’s even more vital for those in the sector to do everything they can to ensure consumers have the best digital experience possible. No one knows exactly when the high street will return to normal, or what that normal will be, so retailer focus must be on digital. This means providing customers not only with the relevant content and information relating to products, but also the personalised content that makes them feel more valued. A failure to do so will simply see those customers go elsewhere.”

Some wise words here from Chris. Many of the issues and challenges thrown up by this research will be examined in detail at our flagship 2020 Customer Engagement Summit later this year. Look forward to seeing you there.

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