January 20, 2014 | Eric Feinberg

Digital Convergence in Customer Experience

We are in the midst of a shift of how consumers use their mobile devices with retailers. The percentages of buyers and researchers are merging. It used to be that mobile consumers were primarily researchers. They still are, but the percentage of people with the intent to buy is increasing at an exciting rate.

The ForeSee Experience Index (FXI): 2013 Retail Edition shows that 39% of people came to the retailer’s mobile site or app with the intention of making a purchase, compared to 36% in 2012 (a statistically significant increase), and 48% of people intended to research a product. Retailers who cannot deliver a quality customer experience in mobile will perish. The volume of lost business associated with not being able to meet customers’ needs in mobile will be too much for some retailers to bear. When we compare mobile retail consumer experiences to traditional website experiences, the Web data shows that 37% came with the intent to purchase and 43% to research a product, remarkably similar. Our digital worlds are converging.

Consumers expect to be able to accomplish their goals in any channel. And when those needs are not being met, our predictive analytics show that they are significantly less likely to engage with that retailer in other channels like stores, contact centers and websites (not just mobile).

While mobile and Web users score equally in the likelihood to purchase in-channel (73), what really differentiates mobile from Web is the customer’s likelihood to purchase in another channel. Mobile users score a 79, compared to 66 for Web users, when asked how likely they were to purchase from this company in the future using a channel other than its mobile site or app (i.e., website, phone, catalog, store, social media site).

Digital Convergence in Customer ExperienceThis comparison to Web shows that consumers are equally interested in purchasing through their mobile devices, making it all that more important for companies to ensure their mobile experiences are meeting expectations. Is mobile becoming more important than Web? Not quite yet. Retailers shouldn’t take their focus off of their Web experiences — they still need to be excellent there — but they better get caught up on mobile because it has influence far greater and far sooner than they might have imagined.

To read about mobile and other channels covered in the comprehensive multichannel ForeSee Experience Index (FXI): 2013 Retail Edition, download the full report for free here.

The ForeSee Experience Index: 2013 U.S. Retail Edition: Download the Report

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About the Author

Eric drives ForeSee’s marketing strategy, working closely with the company’s product, client service, and sales teams to infuse innovation and operational excellence into its offerings. Since joining ForeSee in 2004, he has contributed to the organization’s strategic growth, particularly providing leadership around mobile solutions. He is the author of several of the company’s thought leadership studies, including the 11th annual ForeSee Experience Index (FXI) and the American Employee Study. Eric is a frequent speaker on customer experience analytics, and marketing best practices. He is a board member of the Digital Analytics Association (DAA) and an adjunct professor of mobile marketing at the University of California, Irvine Extension. Previously, he worked as a web analyst, multichannel strategy consultant, usability specialist and focus group moderator. Eric is a graduate of the University of Michigan.

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