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For Customer Experience Professionals
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December 14, 2005 Customers Prefer In-Person ExperiencesUse Shoppers' Preferences To Differentiate Within And Across Channelsby Nate L. Root with Moira Dorsey, Carrie Johnson, Michelle Amato, Caroline L. Carney |
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Executive Summary
eCommerce revenues are growing ever more important to North American retailers, as the Internet-connected population grows and even Luddites surrender to the convenience of shopping online. But the steady stream of revenue figures omits one crucial fact: Customers are more satisfied by in-person shopping. To deal with — and capitalize on — that fact, smart retailers should: 1) improve the usability of automated channels; 2) build some of the humanity of in-store transactions into online channels; and 3) look for opportunities to support cross-channel customer experiences.
This is an excerpt
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