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Find out exactly what your customers want


09 November 2016

Dr Nicola Millard

Blogs by author: Dr Nicola Millard, Head of Customer Insight and Futures, BT


Whether browsing the latest fashions or shopping for food, today’s customer is looking for a seamless shopping experience.

In her video-blog, Dr Nicola Millard gives an insight into the most interesting trend she’s seen emerge from the retail space — customer convenience. According to her research, today’s customers are looking for a shopping experience that’s engaging, personalised and informative — but more importantly — convenient.

A striking 88 per cent of customers say they look for ease when shopping, whether that’s online or on the high street. And to improve customer journeys, it’s important to know why they choose the retail channels they do, and which stages of the purchase process they find difficult.

Understanding these strengths and weakness is the first step to designing and creating what your customers want the most — a seamless, convenient journey to purchase. And that will drive customer satisfaction and loyalty. Take a look at the video below to find out more:

To delve further into the findings, and uncover even more insights, have a read of Dr Nicola’s omni-channel white paper. You can also access the autonomous customer research, here.