Simple and helpful also wins when it comes to site content and merchandising. People are burned out from spending so much time online; don’t make them dig to find what they need. If a human isn’t available, 62{e0233a5a8ca3dab8ed448c5451aba2c38c77d167988a5d203483ecea09d61312} of prosumers and 39{e0233a5a8ca3dab8ed448c5451aba2c38c77d167988a5d203483ecea09d61312} of mainstream consumers want real-time chat with automated customer service. They’re also more likely to buy if they can find easy answers to their questions (89{e0233a5a8ca3dab8ed448c5451aba2c38c77d167988a5d203483ecea09d61312} prosumer, 77{e0233a5a8ca3dab8ed448c5451aba2c38c77d167988a5d203483ecea09d61312} consumer) and see customer reviews (87{e0233a5a8ca3dab8ed448c5451aba2c38c77d167988a5d203483ecea09d61312}, 71{e0233a5a8ca3dab8ed448c5451aba2c38c77d167988a5d203483ecea09d61312}).

Customers no longer have tolerance for brands whose digital experiences are driven by costs and legacy tech. They’ve become accustomed to user-centric champions and expect nothing less going forward.

Humanize experiences with (the right) personalization

Personalization isn’t just a marketing buzzword, and many brands are getting it wrong. To customers, personalization is knowing them beyond inserting their name into an email. It’s removing friction from the experience, based on their previous interactions with your brand.

Personalization should connect online to real life, leveraging digital to make the day-to-day easier. The majority of prosumers (81{e0233a5a8ca3dab8ed448c5451aba2c38c77d167988a5d203483ecea09d61312}) and mainstream consumers (59{e0233a5a8ca3dab8ed448c5451aba2c38c77d167988a5d203483ecea09d61312}) alike expect retailers to make their in-store visits faster and safer via personal appointments and digital queues. Online, they not only want real-time human connection, but one-to-one shopping advice, curated choices and help making decisions (73{e0233a5a8ca3dab8ed448c5451aba2c38c77d167988a5d203483ecea09d61312} of prosumers; 56{e0233a5a8ca3dab8ed448c5451aba2c38c77d167988a5d203483ecea09d61312} of mainstream consumers).

Use customer data to personalize future experiences as well. In a post-pandemic world, 65{e0233a5a8ca3dab8ed448c5451aba2c38c77d167988a5d203483ecea09d61312} of prosumers and 47{e0233a5a8ca3dab8ed448c5451aba2c38c77d167988a5d203483ecea09d61312} of mainstream consumers want recommendations based on their past purchases. And loyalty needs to be reciprocated: 88{e0233a5a8ca3dab8ed448c5451aba2c38c77d167988a5d203483ecea09d61312} of prosumers and 75{e0233a5a8ca3dab8ed448c5451aba2c38c77d167988a5d203483ecea09d61312} of mainstream consumers want brands to reward their loyalty with special prices and promotions.