In our efforts to better understand what influences the consumer digital shopper journey, we asked which platforms were used for product discovery, research, and actual purchase. Mobile apps took the lead with 93% of respondents saying they use apps for online purchasing. Social media came at a close second with just 92% of respondents saying they use it for product discovery and research.
Speaking of product discovery, social media trumps all other channels with 56% of respondents starting their journey on social platforms, 45% say they begin on an app, and 35% of respondents start theirs on a work pc. There are also age skews at play, with those aged 50+ being more inclined to use websites.
On Online Consumer Retention
By now, most businesses and brands know that the consumer journey doesn’t end after purchase. Engagement and support before, during and after buying win consumer loyalty, retention and keeps them coming back.
Analysing the preferred methods and channels for service and support, we found that consumers still favour human interaction, with email and call centres being top of the list among respondents. 24% of respondents said they would like to be able to send an email as their first choice if they come across a service issue.
BNP Paribas’ Jennifer Coetzee, a 2023 CX Report contributor, believes that, in many respects, the South African consumer is time-rich but cash poor.
“Consumers will be prepared to queue/stand in line if it will save money. This includes self-service where they may not have data to help themselves on an app but will be ok to go into stores to transact or engage with a human for the time needed to resolve their query.” - Jennifer Coetzee, BNP Paribas.
While brands and their executives consider delivering a seamless customer experience, there was a notable conflict between organisations’ desire to offer customers the ability to utilise their preferred customer service channel versus the stakeholders’ personal view of how issues should be addressed.
Get this and more insights and findings in The 2023 CX Report by Rogerwilco.
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