Shoppers Are Loyal to Brands that Prioritize Communication, Narvar Survey Finds
In the age of digital commerce and infinite choice, shoppers expect more high-touch retail experiences, according to a report published today by Narvar, the post-purchase experience leader. The report, “Connecting with Shoppers in the Age of Choice,” analyzes responses from 1,543 U.S. online shoppers, evaluating the ways customers prefer to communicate with their favorite brands throughout the shopping journey.
The boundary between online and offline is blurring as consumers integrate shopping experiences into their everyday lives. Sixteen percent of American adults—39 million—now own a smart speaker like a Google Home or Amazon Echo. Meanwhile, the retail industry is expected to invest $422 million in augmented reality (AR) and virtual reality (VR) over the next four years. The Narvar study found that 41 percent of consumers currently shop or plan to shop using the voice assistant on their phone, 31 percent via voice-controlled device, and 21 percent via AR or VR technology on a smartphone. Chatbot use, meanwhile, is nascent but growing: 29 percent of consumers use or plan to use chatbots to shop online.