The Verint Experience Index: Retail

Reports of the death of in-store shopping have been greatly exaggerated. This year’s retail survey found that more than 60 percent of consumers start and end their journey by visiting a store.

But these purchase journeys aren’t linear. Customers are doing their homework and interacting with retailers across a number of channels, meaning that connected omnichannel journeys have never been more important.

This report details the growth in customer touchpoints across a purchase—and the steps needed to build a CX strategy to optimize every customer interaction.

shopper cachier

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Merchandise was the biggest driver of customers satisfaction across the top 25 US retailers.

…. But when broken down by retailer type, the results look a little different. Customers for grocery, home improvement, and technology retailers are happier after a positive digital experience.

Omnichannel Connected Journeys Are Vital

The store is still the most selected place to start and end a purchase, but digital channels play a huge role for consumers.

  1. 63% of customers visit a store at the start of a purchase journey.
  2. 37% use digital channels, such as websites and social media, to begin the buying process.
  3. 20% of the most recent retailer interactions were planning a store visit or researching products.
Woman in yellow shirt shopping in a grocery store

Customer service issues are impacting CX—consumers are struggling with interactions on digital channels, especially after making a purchase:

  • 56%

    found it harder than expected to speak to customer service or return an item.

  • 40%

    had trouble when carrying out the task on a brand’s website.

  • 25%

    couldn’t speak to an agent or arrange a return the first time on a mobile phone.

Young woman call center agent