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Survey: There is a digital disconnect happening in retail

Photo by istock.com

November 21, 2019

While nearly every retailer (95%) realizes the important of evaluating the user experience, and how it impacts business outcome, a good number (60%) are failing to measure customer churn. That's according to an Eggplant survey that polled 500 digital and IT teams in the retail industry across the U.S. and U.K.

The research reveals 35% of retail organizations are maintaining five or more digital channels and that's likely to grown, given a 20% average increase in digital products and apps arriving this year, according to a press release.

Additional highlights include:

• In the U.S., 46% of retailers will release over 11 products or apps this year (compared with 30% in the U.K.).  
• Of the 40% measuring customer churn they believe drop-off rates are due to site navigation (51%), site functionality (48%) and site performance (47%).
• Over a third of retailers (34%) are looking to incorporate AI to improve the digital experience with 70% already deploying AI to test software and applications.