How to Attain Digital Satisfaction

Charlene Weisler amp160What do you mean by digital satisfaction amp160What are the most important drivers in digital satisfactionEsteban Ribero amp160There are all kinds of studies done around consumer satisfaction but there has never been one for digital satisfaction in the retail space amp160We wanted to see what drives customer engagement in this area amp160We found that there are four components of digital satisfactionamp160How useful the experience is amp160Can people accomplish what they set out to do when they visit your site amp160How easy is that to doHow secure is your online environment amp160There are still a lot of concerns about privacy where people have to feel comfortable about sharing their personal information onlineTrust which is different from privacy amp160Retailers have to make sure that the information they are giving online is truthful accurate and reliable especially in the context of fake news amp160It is more important than ever nowHow social is the experience amp160How much can customers can get a peek into other peoples39 lives to create a more engaged experience amp160How much they can read reviews and comment on those reviewsWeisler amp160What do shoppers generally think about the user interface of retail websites and apps amp160Is there a constant amp160Do some retailers do it better and if so what do they do to stand outRiberoamp160 We were surprised to find out that consumers were very satisfied already with the utility of their retail websites and apps amp160We thought that perhaps some consumers would find sites clunky or not very human but the research shows that people find the experience positive amp160Of the three retailers in our study Lululemon Gap HampampM Lululemon customers were the most satisfied with the landing page and app experienceamp160and Gap customers were the least satisfiedamp160 This could be due to Lululemon offering a more modern digitized experienceWeisler amp160What is the balance between privacy and personalization amp160Is there a concern about the ultimate usesale of personal data Ribero amp160This was the most interesting takeaway from the study amp160There is a tradeoff between privacy and personalization amp160We go with the assumption that consumers want more personalization and the industry strives to ascertain ahead of time what consumers may want to ensure greater personalization amp160However as we have done that consumers are pushing back because we have been tracking them using information that they did not give explicit permission for us to use for tracking amp160So they feel more concerned about privacy and all the information we gather about them amp160But at the same time they say that they want more personalized experiences amp160The struggle is they want more personalization without giving us any information to do that amp160amp160What we need to do as an industry is be more open with the consumer as to what information we use to track them When we don39t do this it tends to backfire on us amp160The trick is to make it feel like a generic message but to findamp160a way to tailor it to the consumer Don39t put one39s name on it it feels creepyWeisler amp160What is showrooming amp160What kind of shoppers are most likely to showroom and how does showrooming fit into driving digital satisfaction for retailers if at allRibero amp160Showrooming is the ability of consumers to experience the merchandise without having to actually order online amp160When consumers are shopping in a brick and mortar store they may at the same time use their cell phone39s mobile apps to browse products in that same store or those of competitors amp160That behavior is here to stay and we are seeing it more and moreWeisler amp160Based on what you have seen in your research where do you see the future of retail in the next 35 yearsRibero amp160In the movie Minority Report Tom Cruise enters a store and they know all about him his preferences his past purchasing amp160We are getting to that but in a way that consumers see as being more controlled in their environment and their choices amp160At the end of the day that is where the future is headed Consumers taking control of their experiences of the events they want of the way they want to engage with brands amp160I see continued merging between the digital space and the brick and mortar space amp160Brands will continue to transform their stores as showrooms to create a seamless way for people to interact with them1 Download the Digital Satisfaction Indexamp8482amp160results hereamp160Click the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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How to Attain Digital Satisfaction

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Charlene Weisler

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How to Attain Digital Satisfaction

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