New research recently released by Contract Solutions indicates that customers abandon their digital shopping carts when their mobile experiences aren’t met. Although at first glance that result can seem on par with an announcement by astronomers that night is dark or a summer prediction from meteorologists that winter will be cold, there is a bit more to the Contract Solutions findings, which demonstrates that customers both have high expectations for mobile and short patience when it actually comes to shopping with it.
“Retailer investments in online and mobile shopping experiences are starting to pay off, but keeping the trend going requires much more attention to customer care,” said John Hibel, director of marketing at Contact Solutions. “Customers are using apps more frequently for shopping, but when they encounter problems and cannot get the help they need, the results are disastrous for retailers.”
The survey additionally found that 16 percent of customers report struggling with their shopping apps and almost 40 percent find it frustrating that help is not more readily available when things go wrong.
And that frustration is turning into lost sales because 50 percent say that once they’ve struggled, they’re done – and not just with that shopping experience. Some 20 percent say that they will never come back at all.
The solution to cutting off the mobile shopping cliffhanger, according to the survey, is a greater effort to reach out to the customer, as 92 percent noted they wished better support were available.
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