WALLDORF, Germany, Nov. 9, 2020 /PRNewswire/ -- More than two
thirds of U.S. consumers expect to do their holiday shopping online
this year, while 60% also anticipate hitting brick-and-mortar
stores, reflecting a preference to use multiple retail channels,
according to an SAP SE (NYSE: SAP) sponsored survey by online
market research firm Dynata.
Consumers Want the Freedom to Control Their Own Brand
Experiences
With the rise of digital channels and
self-service options, shopping has become more complex, and
consumers have increasingly taken charge of their experiences with
brands. Along these lines, 92% of respondents said they want
control over their experience when shopping or interacting with a
brand, according to the survey of 1,000 U.S. consumers.
"Customers want to choose and influence their experiences," said
Paula Hansen, chief revenue officer
of SAP Customer Experience. "They will switch a provider, business
or brand if they aren't satisfied with the experience delivered. As
the holidays approach, companies must take note and listen to
consumers' needs in this unique shopping season and address them
quickly in order to deliver the experience they deserve."
Digital Reigns Supreme, But the Physical Store Plays a Key
Role in Omnichannel Engagement
At the onset of the pandemic,
consumers flocked to digital channels to complete everyday
purchases, and all indications point to this behavior continuing
into the holiday season. In fact, 67% of consumers said that they
plan to shop online, with many using mobile channels, including
mobile apps (24%) and mobile websites (20%). Despite the focus on
e-commerce, 60% of the respondents said they expect to do some of
their holiday shopping in-person, signaling that the
brick-and-mortar store is very much alive.
Omnichannel Approach Also Wanted for Customer
Service
As customers prepare for an unprecedented holiday
season, the top frustration they want to avoid is difficulty in
finding products they want (39%). To avoid this, 20% of the
respondents said that their top requirement was helpful and prompt
customer service, with online chat (32%) being the preferred way of
interacting with brands and phone and in-person tying for second,
with 24% each. Moreover, most consumers (65%) said that they don't
care if they communicate with a human or chatbot, as long as they
can get the answer they need quickly. In fact, speed was the most
important factor of successful customer service interaction with
brands, according to 60% of respondents.
To learn more about delivering personalized, trusted and
connected customer experiences, visit SAP Customer Experience or
visit the SAP News Center. Follow SAP on Twitter at @SAPNews.
About SAP
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continuously and make a difference. With a global network of
customers, partners, employees and thought leaders, SAP helps the
world run better and improve people's lives. For more information,
visit www.sap.com.
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