Curious UK shoppers underwhelmed by digital experiences

Only 28% of Brits believe companies now deliver an improved digital experience compared to before the coronavirus pandemic, according to research by VMware involving 4,102 EMEA consumers across three countries: UK (2,069), France (1,028) and Germany (1,005).

Many retailers have fallen short in terms of moving to enable card payments, tracking deliveries online from factory to home, and engaging with a new application that provides even greater level of customisation throughout the ordering process.

This is despite 64% of survey respondents identifying themselves as ‘digitally curious’ or ‘digital explorers’.

Matthew O’Neil, Industry Managing Director, Advanced Technology Group, VMware, says: “There is no question that the development of new digital experiences has been integral to many businesses’ very survival over the past 12 months.”

“However, while many companies successfully made the digital switch, our consumer insight shows that many have not delighted their customers with these new online experiences.”

“Businesses who fail to focus on improving digital experiences are likely to lose customers, but those that do it well have everything to play for.”

45% of those surveyed, meanwhile, would welcome an increased use of virtual reality by retailers to better understand how products might look in their homes.

And 39% see their phone as more important than their wallet for financial transactions, rising to 52% in participating 18-24 year olds.

O’Neil concludes: “2020 was the year of the digital switch. In 2021 digital services will need to live up to consumer expectations.”

“That means creating, delivering and protecting great applications, services and experiences for digitally hungry consumers. And a move from digitising to becoming digital.”