Page 46 - How Top Merchants Create the Best Customer Experience

46 HOW TOP RETAILERS CREATE THE BEST CUSTOMER EXPERIENCE

HOW TOP MERCHANTS CREATE THE BEST CUSTOMER EXPERIENCE

Big-name brands like Apple Inc. and Peloton have a small number
of products, and so reviews would not provide comparison points
The automotive parts and accessories category has the highest
between similar products.
review penetration, at 89.5%. Automotive hobbyists and
experts purchase these high-cost products, and they want to
The automotive parts and accessories category has the highest
be sure the product will fit their machine and be safe before
review penetration, at 89.5%. Automotive hobbyists and experts
making the purchase.
purchase these high-cost products, and want to be sure the product
will fit their machine and be safe before making the purchase.
THE MAJORITY OF RETAILERS OFFER LIVE CHAT

THE MAJORITY OF RETAILERS OFFER LIVE CHAT
Share of the Top 1000 retailers offering live chat, remote appointments, by merchant type
Share of Top 1000 retailers offering live chat, remote appointments, by merchant type
LIVE CHAT REMOTE APPOINTMENTS

13.6% 9.3% 4.1% 2.8% 7.7%
64.8% 57.3% 55.2% 50.0% 57.6%

Retail Consumer Web Direct Overall Retail Consumer Web Direct Overall
chain brand only marketer Top 1000 chain brand only marketer Top 1000
manufacturer manufacturer
Source: Digital Commerce 360

Some shoppers would purchase more online if they could have
Some shoppers would purchase more online if they could have
a similar experience as they’re used to in stores, and retailers are
a similar experience as they’re used to in stores, and retailers are
trying to capture those shoppers in a few ways.
trying to capture those shoppers in a few ways.

Live chat is a popular feature, as it allows shoppers to instantly ask
Live chat is a popular feature, as it allows shoppers to instantly ask
questions about product details or order issues with message with
questions about product details or order issues with messages to
customer service representatives.
customer service representatives.
For some retailers, a more hands-on approach is required. Remote
appointments make use of expert staff to meet with shoppers and walk
For some retailers, a more hands-on approach is required. Remote
them through various products, usually via a live video and voice chat.
appointments make use of expert staff to meet with shoppers and
walk them through various products, usually via a live video and
voice chat.

RETAIL

COMMERCE 360 ©Copyright 2022 Digital Commerce 360 & Vertical Web Media LLC. All rights reserved.