2018 Digital Commerce Survey

Retailers’ Top Digital Customer Experience Priorities are Creating a Consistent Brand Experience Across Channels and Improving Personalization

According to the 2018 Digital Commerce Survey, 51% of consumers feel it is important to get a personalized experience across all digital channels within a brand. Retailers recognize the importance of the cross-channel, personalized customer experience, as their top digital customer experience priorities are creating a consistent brand experience across channels (57%) and improving personalization (38%).

The new retail model requires retailers to transform their business and reinvent themselves to create a successful blend of the physical and digital worlds to maintain their customers’ loyalty. New and innovative methods of shopping – driven by mobile technology, artificial intelligence and rapidly changing fulfillment methods – are elevating customer expectations. The speed of these changes requires organizational agility to quickly and easily react to increasing customer expectations and changing consumer behavior.

Key findings include:

Personalization – Effective customer engagement requires retailers to know whom the customer is to be able to offer personalized, relevant, compelling and consistent services across channels.

  • 51% of consumers feel it is important to get a personalized experience across all digital channels within a brand
  • 18% of retailers are currently utilizing customer identifying technology in the store and within three years, 79% plan to use it to personalize the experience

Digital Influence – Retailers realize that mobile devices are ubiquitous and recognize that a mobile device in the customer’s hands holds tremendous opportunities to enhance the customer experience across channels.

  • 75% of consumers use digital tools prior to their in-store visit and mobile devices are leveraged in 46% of in-store shopping experiences
  • 67% of retailers provide online customer reviews to influence and drive purchases and 76% will extend mobile offers to customers in the store within three years

Augmented Reality – Through augmented reality (AR), innovative retailers are inspiring their customers and offering them the ability to see what a product looks like in their home or even on their body.

  • 48% of consumers would be more likely to shop at a retailer that utilizes augmented reality
  • 32% of retailers will utilize augmented reality within three years