Today, as the Black Friday retail rush hits its peak, and people start gearing up for Cyber Monday online buys, electronics retailers are going to be counting to see if their year will be a huge win or a complete failure. It will also set the tone for the coming year—and the omnichannel customer experience is a critical part of the outcome.
In the recent JDA 2015 Consumer Survey of more than 1,000 U.S. consumers conducted by JDA Software Group, 50% of consumers said that they will not forgive a poor online home delivery experience. One third of customers that convenience is a major factor behind their online orders, whether as part of holiday shopping or throughout the year—a statistic that reminds retailers that online buyers are critical to success.
“The biggest challenge for retailers today is finding the balance between keeping customers content while maintaining profitability to meet their needs in an increasingly omni-channel world,” said Wayne Usie, senior vice president of retail at JDA in a press release. “It's no longer sustainable for businesses to sacrifice profit margins in an effort to deliver customer satisfaction and meet demands. Instead, businesses need to take on a more holistic view of their logistics and fulfillment strategy to make better informed decisions that will not only provide a consistent omni-channel experience to customers, but more importantly, turn a profit.”
As retailers work to innovate on how to increase the ease of putting the newest cell phone, computer or electronic gadget into the hands of customers, glitches in the new delivery methods can hurt business. One quarter of buyers, for example, have opted for a newly available Buy Online, Pick Up In Store (BOPIS) option to get good quickly. Unfortunately, 40% got to the store and encountered an employee-related service issue. Some experienced a long wait, while others said that workers could not find their order.
The infographic below, from JDA, outlines other survey findings. Take a look and then let us know what you hear from your customers. What are their greatest concerns and biggest pet peeves? How is the holiday buying season shaping up for your organization? Let us know in the comments section below.
— Hailey Lynne McKeefry, Editor in Chief, EBN