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More than two thirds of U.S. consumers expect to do their holiday shopping online this year, while 60% also anticipate hitting brick-and-mortar stores, reflecting a preference to use multiple retail channels, according to an SAP SE sponsored survey by online market research firm Dynata

Consumers Want the Freedom to Control Their Own Brand Experiences

With the rise of digital channels and self-service options, shopping has become more complex, and consumers have increasingly taken charge of their experiences with brands. 

Along these lines, 92% of respondents said they want control over their experience when shopping or interacting with a brand, according to the survey of 1,000 U.S. consumers.

“Customers want to choose and influence their experiences,” said Paula Hansen, chief revenue officer of SAP Customer Experience. 

“They will switch a provider, business or brand if they aren’t satisfied with the experience delivered. As the holidays approach, companies must take note and listen to consumers’ needs in this unique shopping season and address them quickly in order to deliver the experience they deserve.”

Digital Reigns Supreme, But the Physical Store Plays a Key Role in Omnichannel Engagement

At the onset of the pandemic, consumers flocked to digital channels to complete everyday purchases, and all indications point to this behaviour continuing into the holiday season. 

In fact, 67% of consumers said that they plan to shop online, with many using mobile channels, including mobile apps (24%) and mobile websites (20%). 

Despite the focus on e-commerce, 60% of the respondents said they expect to do some of their holiday shopping in-person, signaling that the brick-and-mortar store is very much alive.

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Omnichannel Approach Also Wanted for Customer Service

As customers prepare for an unprecedented holiday season, the top frustration they want to avoid is difficulty in finding products they want (39%). 

To avoid this, 20% of the respondents said that their top requirement was helpful and prompt customer service, with online chat (32%) being the preferred way of interacting with brands and phone and in-person tying for second, with 24% each. 

Moreover, most consumers (65%) said that they don’t care if they communicate with a human or chatbot, as long as they can get the answer they need quickly. 

In fact, speed was the most important factor of successful customer service interaction with brands, according to 60% of respondents.

To learn more about delivering personalised, trusted and connected customer experiences, visit SAP Customer Experience or visit the SAP News Center. Follow SAP on Twitter at @SAPNews.

About SAP

SAP’s strategy is to help every business run as an intelligent enterprise. As a market leader in enterprise application software, we help companies of all sizes and in all industries run at their best: 77% of the world’s transaction revenue touches an SAP® system. Our machine learning, Internet of Things (IoT) and advanced analytics technologies help turn customers’ businesses into intelligent enterprises. SAP helps give people and organisations deep business insight and fosters collaboration that helps them stay ahead of their competition. We simplify technology for companies so they can consume our software the way they want – without disruption. Our end-to-end suite of applications and services enables business and public customers across 25 industries globally to operate profitably, adapt continuously and make a difference. With a global network of customers, partners, employees and thought leaders, SAP helps the world run better and improve people’s lives. For more information, visit www.sap.com.

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