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We’ve all had disappointing experiences buying gifts online. With Christmas just around the corner, a new survey shows some of the world’s biggest retailers are damaging their brands due to poor customer experiences over the internet.
Nearly half of frustrated respondents said they would avoid doing business again with a retailer, according to new research from consulting firm Accenture passed to MarketWatch.
The survey of 20,000 consumers, which is due to be released on Wednesday, showed that a frustrating experience can significantly damage brand loyalty, with those shoppers three times more likely to boycott a retailer than satisfied consumers.
Increasing numbers of Americans are turning to the internet for gift ideas over the holiday season with e-commerce company Amazon one of the biggest destinations, along with retailer Walmart WMT, +0.21%, department store company Macys M, +2.96% and pharmacy chain Walgreens WBA, -0.14%
Read: Amazon blocks sellers from using FedEx Ground for Prime shipments
Laura Gurski, head of Accenture’s consumer goods and services practice, said: “Many retailers and brands still struggle to deliver a seamless experience across the integrated marketplace.”
The research also showed 47% of consumers said they would be willing to pay more for an experience that exceeds their expectations every time.
Gurski said: “Meeting or exceeding expectations calls for a complete rethink, all the way from developing new concepts through manufacturing to the store shelf and beyond.
“And with so many consumers willing to pay more for an experience that exceeds expectations, there’s a potential pot of gold for those that get it right.”
Watch the 2019 Rockefeller Center Christmas tree light up for the holidays:
