December 26, 2017 | Eric Feinberg

Holiday shopping trends show why customer experience is vital for retailers | Customer Think

Holiday shopping Trends

The following article written by ForeSee VP of Marketing Eric Feinberg was first published on Customer Think.

Here’s a common holiday dilemma: You’ve avoided retail crowd pandemonium by shopping online — but you still have gifts to buy and delivery by Christmas is no longer guaranteed.

Fortunately for consumers, retailers are prepared this year by offering several ways to purchase goods and services to fit specific needs. You can shop from mobile apps, Buy Online and Pickup In Store (BOPIS), purchase items at a store and get them delivered to your doorstep and more. The problem is, some of these options provide a better buyer experience than others. And what if you’re a retailer? Well, this represents the new normal — consumers utilizing multiple channels before completing a purchase.

Retailers that understand how each of those channels and experiences contribute to the overall sale can win big, while those that don’t risk missing business goals — with no insight into what went wrong. New research from ForeSee sheds light on this issue, showing why competing on the basis of CX yields major benefits for retailers. Below are three key observations from this year’s Retail CX Rankings report.

It’s all about fulfilling the brand promise

Amazon is arguably the undisputed leader in online commerce yet this year Tractor Supply, a company truly calibrated with the needs and expectations of its customers online, ranked number one in web according to the CX rankings. Taking the top spot, Tractor Supply illustrates that listening to your customers’ specific needs, in this case with a clean, well-lit site, drives high customer satisfaction. Rounding out the top spots, Nordstrom ranked second and Costco ranked third in web experience, with Amazon coming in fourth.

Read Eric’s entire article via Customer Think: Holiday shopping trends show why customer experience is vital for retailers

Categories: Retail

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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