In a January 2019 survey from digital consultancy Avionos, the largest share of US digital shoppers said that fast shipping makes for a positive retail experience—more so than an easy return policy, friendly customer service reps, or buy online, pick up in-store (BOPUS) options.
Similarly, a June 2019 survey from project44 found that 52% of consumers said cost-effective delivery was equally as important as a product’s price, illustrating that fundamental shift in expectations.
Historically, value for their money topped shoppers’ list of reasons to remain loyal to a company.
According to a February 2019 survey from personalized retargeting firm Criteo, two-thirds of US internet users said getting the best value for their money kept them coming back—compared with good customer service (40%) or fast shipping (27%).
As the idea of the customer experience evolves, it’s crucial for marketers to understand the nuances of what this means so they can better serve their shoppers.
Marketers often mistake the role that good customer service plays in the path to purchase. While 65% of marketers considered customer service as a very important factor in the purchase experience, just a quarter of consumers said the same. Read the rest at eMarketer.