Ecommerce brands should provide personalised shopping guidance to consumers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 27, 2019, 2:33 PM UTC

54% of consumers have abandoned a particular site because it was too difficult to find the right product.

This piece argues that online shopping brands should guide customers to the most relevant product and services based on their needs to provide a seamless CX. Retailers should provide limited yet personalised options to their potential customers instead of overwhelming them with options.

Studies reveal that most consumers will switch to a competitor that makes finding and choosing the right product easier. But, engaging with consumers in a personal and contextual conversation across digital channels can help brands get high conversion rates and earn customer loyalty.

Unlike physical stores, online retailers lack trained sales representatives to personally assist consumers to make the right decision. The author contends that offering digital assistants can improve customer confidence in choosing the right product or service.

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