Mobile, Stark said, is truly empowering consumers to make more educated decisions when they are in a store.
“The in-store experience is becoming more digital as the younger generations, like Millennials and Gen Z, do their product research in the moment,” she said. “It’s ironic because when we talk about digital transformation, there’s been a big focus on the online channels at the expense of in-store. I think over the next couple of years, we’re going to see massive transformations in brick-and-mortar.”
We’ve already seen it with top brands like Nike, whose New York flagship store is packed with digital technology that immerses people in the brand. While not commonplace yet, it is the direction brick-and-mortars are heading, as digital in-store touch points help connect the physical and online experience, Stark said.
Another reason for brands to get CX right: Today’s consumers are more likely to call a brand out for missing the mark. Younger consumers, the study found, are significantly more likely than older consumers to share their feedback—both positive and negative—after a purchase. For all groups, however, brand websites, online review sites, and social media are the top channels for positive feedback, with direct connection (email or phone) most common for negative feedback.
“We’re in the Golden Age of marketing right now, where technology has empowered marketers to be more creative and deliver more differentiated customer experiences than ever before,” Stark said. “The companies that are going to be effective, as the survey shows, are the ones that truly connect with their customer across channels in an omnichannel way and add value.”