As is clearly evident from this example, expectations are high in the online grocery space, especially when compared to where they were only a year ago. Our research uncovered that, specifically within the Food & Beverage category, consumers’ experience expectations differed between the website and mobile app experiences in the following two frictionless dimensions: Personalization (craving human interaction) and Positive Friction (craving a differentiated experience). Consumers who use Food & Beverage mobile applications are three times more likely to crave Personalization, such as a brand that “stores their preferences or cart options for a later date,” than when shopping with an online offering. On the other hand, when shopping online, consumers are three times more likely than they are on mobile applications to be receptive to Positive Friction, such as “recommending products that you might like to buy,” while they shop. Ultimately, within the Food & Beverage category, one-third of consumers on both platforms expect an e-commerce experience that shows “product information that allows them to envision what the product will look like in-person,” indicating that Ease of Access, Design & Navigation is vital to creating a frictionless e-commerce experience within the Food & Beverage space.
The COVID 19 pandemic has propelled an accelerated shift in customer expectations across all industries. Businesses need an actionable framework for understanding these changing expectations so they can deploy the best strategy to retain customers and drive engagement. Developing a data-driven understanding of where a consumer experiences the six frictionless dimensions, or a lack thereof, in their customer journey is essential to help address key barriers and encourage brand loyalty.
You can read more frictionless commerce insights in our recent report, 2021 Delivering Frictionless Commerce: A guide to understanding customer expectations and growing brand loyalty.
Insights included in this report were synthesized from over 3,800 interviews with North American consumers, conducted between August and October 2020. Topics covered include:
- Consumer satisfaction across a range of sectors, including clothing and apparel, personal care, sporting goods, home furnishings and electronics, food and beverage, and more.
- Industry-specific analysis of the drivers of brand loyalty by category.
- Custom questions provided to subscribers.
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