2018 Customer Experience/Unified Commerce Survey

73% of Customers Want Order Tracking Across all Touchpoints but only 7% of Retailers Currently Offer “Start Anywhere, Finish Anywhere” Order Capabilities

BRP’s 2018 Customer Experience/Unified Commerce Survey of top North American retailers offers insights into retailers’ current priorities and initiatives as digital and physical retail environments converge to facilitate a seamless experience across channels. The report also compares retailers’ priorities with customer expectations – based on recent results from the 2018 Retail Consumer Study conducted by Incisiv and sponsored by BRP and Windstream Enterprise – to understand how retailer priorities align with customer expectations

The key survey findings are organized around the E5 of Customer Experience:

  1. Educate – Customers start the purchasing process by researching the brand and products, so it is critical to ensure they and the store associates have information and tools that are easy to access and use.
  • 62% of consumers check reviews/ratings before visiting a store
  • 61% of retailers offer consumer product reviews for research
  1. Engage – The first step in customer engagement is to identify the customer early in the process and offer associates the ability to leverage customer information to allow personalized interaction.
  • 64% of consumers are fine with retailers saving purchase history and personal perferences if more personalization is offered
  • 61% of retailers make in-store and online shopping history available to associates to tailor the customer experience
  1. Execute – To meet and exceed today’s elevated customer expectations, retailers must deliver unified commerce capabilities and empower associates with the right tools to optimize the experience.
  • 73% of consumers want the ability to track orders across all points of interaction
  • 42% of retailers offer the ability to track orders across channels
  1. Enhance – Gathering feedback to understand customers’ likes and dislikes allows for a continuous improvement loop and helps empower associates to create a desired customer experience.
  • 51% of consumers will stop shopping at a retailer after 1-2 poor in-store shopping trips
  • 62% of retailers plan to improve their in-store customer experience within three years
  1. Enablers – Delivering a personalized customer experience requires the right technology and network.
  • 68% of consumers are more likely to choose a store offering an automated returns process
  • 13% of retailers offer an automated returns process