Page 47 - How Top Merchants Create the Best Customer Experience

47 HOW TOP RETAILERS CREATE THE BEST CUSTOMER EXPERIENCE

HOW TOP MERCHANTS CREATE THE BEST CUSTOMER EXPERIENCE

Retail chains are most likely to offer these customer service
Retail chains are most likely to offer these customer service
experiences. They can use store staff to conduct remote
experiences. They can use store staff to conduct remote
appointments and live chat agents are armed with the same
appointments and live chat agents are armed with the same
answers as in-store staff would have. Across the Top 1000, 57.6%
answers as in-store staff would have. Across the Top 1000,
of retailers offer live chat, while at retail chains alone, that number
57.6% of retailers offer live chat, while at retail chains alone, that
jumps to 64.8%. For remote appointments, 13.6% of retail chains
number jumps to 64.8%. For remote appointments, 13.6% of retail
offer them compared to 7.7% of the Top 1000 overall.
chains offer them compared to 7.7% of the Top 1000 overall.

LIVESTREAM SHOPPING IS STILL NASCENT WITH TOP MERCHANTS

Share of Top 1000 retailers offering livestream shopping on site, by merchant type

Retail chain Direct marketer Consumer brand manufacturer Web only Overall Top 1000

5.0% 2.8% 1.6% 0.5% 1.8%

Source: Digital Commerce 360

One of the newest trends in trends in online shopping is livestream
One of the newest trends in shopping experiences is livestream
shopping. Just like the shopping channels of the early 2000s, retailers
shopping. Just like the shopping channels of the early 2000s,
are using hosts to talk about products on live streams directly on the
retailers are using hosts to talk about products on live streams
ecommerce site. This is still new, with just 1.8% of Top 1000 retailers
directly on the ecommerce site. This is still new, with just 1.8% of
offering on-site livestream shopping.
Top 1000 retailers offering on-site livestream shopping.

But retailers have other options to offer livestream shopping besides
But retailers have other options to offer livestream shopping
embedding videos on their site.
besides embedding videos on their site.

Social media platforms including Meta’s Facebook and ByteDance’s
Social media platforms including Meta’s Facebook and ByteDance’s
TikTok offer ecommerce capabilities to existing livestream
TikTok offer ecommerce capabilities to existing livestream offerings.
offerings. Walmart Inc. started using TikTok to livestream in
Walmart Inc. started using TikTok to livestream in late 2020. In 2022,
late 2020. In 2022, TikTok tapped livestream shopping platform
TikTok tapped livestream shopping platform TalkShopLive to
TalkShopLive to expand the program, allowing TikTok to connect
expand the program, allowing TikTok to connect more easily into a
more easily into a retailer’s catalog.
retailer’s catalog.
jrisley@digitalcommerce360.com

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