Online retailers set for Blue Monday boost but challenges remain
25% of consumers will rely on online shopping to cheer themselves up this Blue Monday, the so called worst day of the year, according to research from Contentsquare.
This was conducted among 4,000 people across the US, UK, France, Germany, Austria and Switzerland.
Contentsquare also found that many brands are still letting these shoppers down, with only 15% saying they’re ‘happy’ with the e-commerce experience. In contrast, 16% say that online shopping is leaving them bored, frustrated and anxious.
Niki Hall, Chief Marketing Officer at Contentsquare, says: “The fact that most people engage in a little retail therapy from time to time is not a new concept, but this statistic is interesting because it shows that consumers do expect brands to help lift their mood.”
“But rather than providing an experience that brings consumers joy, brands today are merely focusing on delivering ‘satisfactory’ experiences which do the minimum required to make a sale."
She concludes: ”If retailers are going to compete within the increasingly crowded digital marketplace, then they need to do more to understand their customers as people.”
“Through the right data and technology this type of insight is possible, but to do so, brands must first put customer happiness and consumer intent at the very heart of their digital experience approach.”
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