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BizReport : Ecommerce archives : October 11, 2016

Survey: Brand experience improves loyalty

There is new data out today from Sitecore, indicating that nearly half (44%) of sales are now coming from online channels, but brands continue to struggle with good engagement, and returning customer numbers.

by Kristina Knight

Retailers agree that online channels are important for building customer loyalty, but many aren't putting that knowledge into a solid strategy. That's the word from Sitecore's new survey which found that most (73%) businesses agree customer loyalty is influenced by branded experiences, but most aren't providing that kind of experience. In fact, the study found about half (53%) are focused on the purchase phase of a customer's online visit, but fewer than one-quarter (23%) are focused on the post-purchase experience, and only about one-third have a plan for customer pre-purchase.

These discrepancies can impact the overall customer experience, and could influence how loyal customers are to online retailers.

"As consumers now expect a seamless and immediate shopping experience, the importance of delivering the right experience directly effects the brand. But right now, brands struggle to fulfill the optimal customer experience due to a disconnect between content and commerce driven primarily by the complexity of technology integration. As consumers expectations are paramount to business, It's time for brands to focus in this area." said Scott Anderson, CMO, Sitecore.

Other interesting findings from the report include:

• 51% of IT departments struggle to integrate new solutions into legacy ecommerce systems
• 51% struggle to deliver 'seamless customer experience'
• 55% want upsell/cross sell merchandising options
• 54% want search engine history access

Tags: brand loyalty, ecommerce, ecommerce trends, loyalty marketing, SiteCore

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