In the year 2015, I still find it strange that some very well known retailers persist with a clunky digital experience for consumers. Obviously the huge investment often required to bring back of house systems up to date and coordinating with each other to give a seamless customer experience can't be ignored either. But brands that don't optimse the digital experience will fail to connect with their customers, particularly the next generation coming through (and growing in spending power!).
A report from SAP, found shoppers are four times more likely to be loyal to a brand if their digital experience is “delightful”. Poor digital experiences can lead to a loss in customer loyalty and ultimately a loss in sales, SAP’s John Ruthven said. “They want personalised service and for it to predict their preferences without infringing on their privacy.” “An engaging digital experience is one that responds to consumers and allows them to interact with and control the experience when needed." “A digital experience should be cohesive, integrated and easy; it has to fit in with the consumer’s life effortlessly, available anytime, anywhere.” The survey found there was a huge gap between what customers wanted compared to what 34 of the country’s biggest brands were providing online, of which eleven were retailers from the consumer goods and grocery sectors.