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Thanks to on-demand, on-the-go online resources, consumers are more informed and empowered than ever. They reference an average of 10 sources to arrive at a purchase decision – and you probably only influence one or two of them. They are doing much of this research and shopping from mobile devices – lots of them. Ernst & Young predicts that by 2020, there will be 50 billion connected devices, primarily mobile, such as smartphones and tablets.
With a few swipes, taps or clicks, consumers can hear about your brand, browse your site, read reviews, research prices and features, comparison shop, ask for recommendations, share their experiences, jump to your competitors, return to your site, place items in a shopping cart and check out – or not.
What draws shoppers to you, and what will keep them coming back? When consumers have so many channels, engagement options and information sources available to them, it can be hard to know what drives them – or drives them away. “The digital transformation under which consumers and companies are operating makes loyalty efforts tough,” said Wilson Raj, Global Director of Customer Intelligence at SAS. “When consumers have fingertip access to a better deal, that’s where they’re going to go.”