50% of customers online shops would like to use voice pemasyarakatan Alexandrov | 29.10.2020
Laboratory of digital marketing it company, the CRIC, the organizers of relevant conferences, Retail TECH and representatives of the networking project for Digital business Leader have teamed up to conduct
integrated research on the customer journey. In the survey participated
more than 500 respondents from Moscow and St.-Petersburg age category from 18 to 55 years.
Digital customer expectations
According to the survey, consumers are waiting for retailers a high level of digitalization, both in conventional stores and expanding the possibilities of online shopping. In retail there is a growing interest in subscription models:
over 60% of respondents are willing to try the model of buying familiar products “by subscription”. More than half of the respondents would like to use the services of the voice assistant to search for and compare products
information about promotions and to make purchases online. At the same time 31% of respondents would use digital fitting rooms, if they were more affordable. At the moment, only
15% of respondents have already used this service. With regard to purchases of goods in social networks, they, on average, expressed a preference for 23% of buyers and 31% in category 18 to 24 years.
The survey showed that buyers easier to adopt innovative business models when they have the usual alternatives: more than 60% would prefer a store where there are self-service kiosks and cashiers.
Among generations Y and Z (18-35 years old) to two times more customers who prefer shopping without cashiers than among middle-aged people (35-55), indicating a high potential
this technology in the future.
Difficulties faced by buyers
In offline stores customers, most are not satisfied with the queues at the cash desks and fitting room, this was confirmed by 70% of survey participants. On the second and third place – the lack of goods in the store and
the need to wear a mask and gloves this year, 47% and 36%, respectively.
Online stores respondents also noted disadvantages. For example, more than half of the respondents face the problem of choice of clothing size, 45% point out that the actual item differs from
stated on photo, 38% are experiencing difficulties with the return. Size on sites and photos do not solve the problem of choosing the right product more than half of the buyers and carried to
additional logistics costs.
The study also showed that elements such as detailed product description, reviews from other customers and the possibility of comparison with other products would increase the level of happiness of the client and his
loyalty to the brand.
It is worth noting that 43% of respondents in the process of online shopping lacks the ability to “virtually try on” the product; a third of respondents would like to issue a notification about the change of commodity prices
(for example, during a period of stock and sales), and 35% – to ask the opinions of other user that made a purchase. Respondents said that many online stores that
or not add photos to the feedback, which has no understanding of how the product looks in reality.
The study also found out the motivation of customers to write feedback on the product after purchase in the online store. Thus, 36% of leave a comment if they liked the product, and 28% if they
not happy with purchase, 23% – if a shop is providing bonuses for the feedback, and only 10% of respondents always leave a opinion about the purchase.
As for the attitude of respondents to mailing lists, 41% do not read emails from stores, 36% met with a message if it contains personalized offers, a quarter of respondents
interesting seasonal promotions.
“Through analysis of the CJM-practices in retail, we could not ask the opinion of the main character of the market – the buyer. So, we have prepared a separate study and found that more than 50% of the customers
Russian stores with a large interest in digital technology and willing to try new formats. Offline stores change their role and become a new customer experience. Shops
with self-service terminals or even without tellers – the first step of transformation of retail, already familiar to the customers, not just Amazon, but also the Russian networks. The next step is the integration of online and offline,
in stores Hema Alibaba in China, which uses digital profiles of customers and robotic logistics. To understand the business processes in retail, more in need of technology and why
to start the digital transformation of the marketing, will help built Customer Journey Map” – commented Elena Volkovskaya, head of the Laboratory of digital marketing, the Director
strategic marketing of it, CROC.
Research “Shop of dreams through the eyes of a client” was conducted in September 2020.
retail, Digitalization
CROC | CROC
