News

Report: Brands not understanding shopper needs

June 25, 2019

There's still a big disconnect between shoppers' needs and what brands understand when it comes to those needs and providing a friction-free buying experience.

That's a prime finding of Elastic Path's data report, "The Sci-Fi Shopper: How to Future Proof Your Brand for the New Consumer."

The top consumer gripe is long checkout lines but just 35% of brands view it as a pain point, according to a press release on the report.

"This report is a timely reminder that consumer needs are simple: They want to save time and money," said Harry Chemko, Elastic Path CEO, in the release. "Customer loyalty really comes down to listening to your customers and solving simple problems."

There is also a gap between the features customers use and want and what brands actually offer. More than half of consumers (67%) want a checkout-free payment option, but just 18% of brands offer it. Likewise, 57% of consumers want voice commerce but just 23% of brands are providing the technology.

"Of the consumers who have used voice technology to make purchases, 22% use it multiple times a week and 21% use it at least weekly. This proves shoppers have a strong appetite for new technology when it truly adds value to their busy lives," the release said.

"Consumers just want to buy the products they need with as little effort as possible," said Darin Archer, Elastic Path CMO, in the release. "Companies need a strong commerce back end that supports the latest innovations without sacrificing customer experience. It's up to brands to make any experience shop-able. With the right tech, they can enable consumers to purchase almost without thinking, anytime and anywhere."