New holiday-shopping survey outcomes ought to function a reminder to manufacturers and retailers: Customers understand how they wish to have interaction, and it’s important to fulfill their expectations for the place, when and the way they like to buy. The brand new analysis from digital expertise intelligence supplier Glassbox affirms that transactional fact by revealing that, with just a few exceptions, customers shopped exactly how prior survey outcomes confirmed they have been planning to buy over Cyber Weekend—no second guessing, no last-minute change of plans, and no success for any retailers hoping to sway their pondering.
The agency’s new shopper buying survey, Digital Vacation Purchasing Experiences: Expectations vs. Actuality, the second in a two-part survey initiative, each carried out by Dynata, additionally showcases how the patron buying expertise is evolving for digital and cellular channels with more and more excessive buyer expectations positioned on ease of navigation, comfort and customized buying experiences. Half one of many survey was carried out with outcomes launched previous to Cyber Weekend to realize insights into how customers deliberate to buy, whereas half two came about following Cyber Weekend to gauge how customers truly did store.
The place expectations matched actuality
- Earlier than conducting Cyber Weekend buying, 57 p.c of customers mentioned they deliberate to buy by way of cellular apps—and when the weekend arrived, 63 p.c truly did store by way of cellular apps.
- 80 p.c of those that shopped by way of cellular app have been happy with the expertise.
- 26 p.c of customers deliberate to buy by way of market web sites (equivalent to Amazon.com), and 25 p.c of customers did so.
- 17 p.c of customers deliberate to buy immediately by model or retail web sites, and 18 p.c of customers truly did.
- 32 p.c of customers deliberate to buy in-person this 12 months, and 31 p.c did so.
- A very powerful components for a very good buying expertise have been customized product suggestions and versatile return insurance policies:
- 24 p.c mentioned customized product suggestions have been most essential earlier than buying; 29 p.c mentioned it was most essential throughout buying.
- 22 p.c mentioned versatile return insurance policies have been most essential previous to buying; 23 p.c mentioned so after buying.
- Solely 41 p.c of customers mentioned they have been more likely to have interaction in “pre-shopping” actions on-line, equivalent to looking gadgets or including them to a want record, earlier than the Black Friday and Cyber Weekend gross sales. Nonetheless, retailers efficiently engaged 70 p.c of customers in pre-shopping actions.
- Previous to vacation buying, 45 p.c of customers mentioned they’d abandon a purchase order in the event that they encountered an issue throughout checkout. In apply, solely 23 p.c of customers deserted purchases attributable to checkout points.
- 66 p.c of customers mentioned that entry to reside buyer assist whereas buying could be essential, but solely 54 p.c of customers needed to have interaction buyer assist whereas buying.
Unrealized alternatives stay
- Earlier than Cyber Weekend, 84 p.c of customers mentioned they’d be keen to put in and store by a retailer’s cellular app if it gave them entry to higher pricing or gross sales. In actuality, solely 31 p.c downloaded a brand new cellular app for higher pricing or gross sales.
- 31 p.c of customers anticipated their buying to be influenced by TikTok, however solely 13 p.c truly made a purchase order on TikTok throughout Cyber Weekend.
“The info clearly exhibits that prospects proceed to shift their vacation buying to digital channels and have excessive expectations for his or her digital buyer expertise. We additionally see that retailers are extra constantly assembly these expectations,” mentioned Debbie Braney, SVP of worldwide advertising at Glassbox, in a information launch. “Delivering seamless digital experiences is paramount to capturing vacation buying income and likewise to constructing long-term buyer loyalty. Manufacturers that cut back friction and use knowledge to personalize experiences will flip browsers into consumers and hold prospects coming again.”
Learn extra concerning the outcomes of the pre-Cyber Weekend survey right here.
Outcomes are primarily based on two Dynata surveys carried out in November 2023, with every survey focusing on 1,000 U.S. customers over 18 years of age. Half one of many survey was issued previous to Cyber Weekend to realize insights into how customers deliberate to buy. Half two was carried out following Cyber Weekend to gauge how customers truly did store for the annual retail vacation.
