Most Digital Experiences Do Not Impact Consumer’s Purchase Decisions

    Most Digital Experiences Do Not Impact Consumer’s Purchase Decisions

    Given the current market scenario, CMOs need to re-establish their Digital Experience strategy – else risk customer impact, reveals Gartner.

    A vast majority of customers (58%) believe that most of the brands’ digital experiences have slight to no impact on what they buy, reveals a recent Gartner study. Today, as high as 89% of brands are prioritizing customer-facing experience for 2021 and beyond, making it imperative for marketing leaders to rethink their customer strategy.

    2020 has brought on acceleration in innovative digital experiences as business brands attempt to build more connected and seamless customer journeys. Simply put, brands need to rethink their digital experience approach as they seek to build customer loyalty and reduce friction.

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    In this context, Kristina LaRocca-Cerrone, Director, Advisory at Gartner for Marketers practice explains – “However, our research shows that customers perceive these experiences as undifferentiated and – more importantly – that digital experiences rarely shift their buying behavior.”

    Gartner recently surveyed more than 3,000 customers and found that about half of them are not sure about the difference between different brands’ experiences. In fact, fewer customers reported doing something different as a result of the latest digital experience. Digital experience differentiations fail primarily due to –

    1. Audience Scepticism
    2. Low Efficacy

    According to the study, a course-changing digital experience leads customers to shift perspectives and begin to take certain steps toward their objective. A positive course change could influence brand preference by almost 37% as well as behavioral advocacy by 54%.

    As consumers confidently take a new decisive course after a superior digital experience, it also creates a long-lasting brand impression. This even makes them share their brilliant experience with others users –helping to build customer loyalty.

    The self-reflective learning of customers during a digital experience has twice the impact on driving course changes – compared to user experience functionalities. This is certainly because buyers change course once they feel empowered and feel the need to try on something else.

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    Hence, to trigger such valuable customer course changes, marketers should be investing more in building a new class of experience. This can slow customers down at key stages and rewards their self-reflection simultaneously.

    Clearly, CMOs need to shift toward a balanced portfolio of course smoothers and course changes. Besides, brands should continue to invest in seamless buying experiences for customers’ automatic tasks – while prompting them to lean into natural moments of reflection.

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