Data Overview Report

Chat Influences Consumers’ Purchases When They Use It

June 23rd, 2022
With contributors:
Fiona Swerdlow , Hailey Colin , Connor Weathers

Chat is still a distant second choice to a GUI when consumers are navigating online offerings, but when they use chat, it impacts their buying decisions. Retailers should embed chat within the consumer purchase journey for a number of reasons: 1) Consumers are comfortable engaging brands via chat; 2) chat impacts purchase decisions; and 3) messaging platforms are rolling out new features to support the full commerce cycle and improve customer experience (CX). But today’s subpar retail chat experiences affect consumer preference of this channel. This report analyzes chat’s role in the retail buyer journey and outlines how retailers should take a CX-driven approach to build a chat strategy.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.