Retailers Still Not Giving Customers a ‘Wow’ Experience

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From eMarketer:

Customer experience is a big retail buzzword these days, but when it comes to actually delivering a “wow” experience to consumers, retailers are generally falling short.

A 25-country study by IBM found that on a scale of 0 to 100, retailers scored a subpar 33, and worse yet, they missed the mark on areas such as personalization, store and mobile experiences—key aspects of customer experience. In fact, the study ranked only 3% of brands as “leading edge,” compared with 39% of them it considered falling or lagging behind.

The study, IBM’s fifth annual customer experience report, covered 507 retail and consumer products brands. Mystery shoppers rated their experience in seven ways: store experience, digital experience, physical/digital integration, mobile experience, omnichannel supply chain, personalization and social media.

In an era when store experience is supposed to be a key weapon that brick-and-mortar retailers use to fend off competition from online rivals, the study sounds a dismal note: the store experience score was basically a failing 20.

Personalization was another area where retailers still have a lot to catch up on.

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