Digital must be good

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More than half of UK shoppers would switch to a competitor if the digital customer experience doesn’t measure up, according to the latest report from Nuxeo (www.nuxeo.com).

The Nuxeo report, ‘Navigating the new normal: How customer experience has become even more important for retailers and brands as they look to the future’ (www.nuxeo.com/resources/retail-survey-2020) reveals that more than half (54%) of UK shoppers would change from a favoured brand or retailer to a competitor if the overall digital experience did not meet their expectations.

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. 58% of respondents said that if a retailer had poor product information on its website, they would buy that product elsewhere, while 50% would do so if a retailer had poor product imagery on its website.

“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,” says Chris McLaughlin, Chief Product and Marketing Officer, Nuxeo.  “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 personalized content that makes them feel more valued.  A failure to do so will simply see those customers go elsewhere.”

A lack of product information was cited as one of the biggest problems for British shoppers with 21% of respondents saying this was the biggest challenge they faced when shopping.  This is set to become even more of a challenge over time, as in the 16-24 age group, a lack of product information was seen as the single biggest challenge, whilst a further 25% of respondents say this is also an issue.

Content has been an important part of the customer experience for many years now and the research suggests that the role of content will only become greater. 41% of UK shoppers said they engaged at least once a week with a brand or retailer’s mobile app; 42% via a retailer’s website and 28% via a brand’s website.

Social media continues to play a significant part in the retail experience with 24% of all respondents saying they engage with a favoured brand’s content via Facebook every day, with 15% doing so via Instagram and 10% via Twitter.  Just 5% of consumers overall engage with retailers and brands via TikTok every day, but in the youngest age category this rises to 14%.

The nature and quality of this engagement can build and develop relationships with customers and 29% of consumers said personalized content from a retailer makes them feel more valued, whilst 22% say they would be more likely to recommend that retailer as a result.  Over 40% of UK shoppers say they have recommended a retailer because of the quality of the content they share, rising to almost six in 10 of 16-to-24 year-olds..

“Digital strategy and experience is important at the best of times, but take on a new importance during times of crisis,” says McLaughlin.  “It’s tough, but not an impossible task by any means.  With careful content management, firms can deliver a first-class digital customer experience, offer the personalised and valuable content and the detailed product information that will improve consumer loyalty.”