Introduction
We, at Infobip collaborated with Retail Economics to survey 2,000 consumers across the UK to gain fresh insights about what shoppers want from customer experience (CX).
Navigating the retail landscape in 2024 has become more complex with the changing channel mix, influenced by increasingly tech-savvy consumers and sophisticated retailer propositions.
As trading conditions become more challenging, retail brands are pressured to improve and maintain customer satisfaction and retention. Consumer budgets are severely affected by factors like inflation and rising interest rates, while the economic recovery remains uncertain due to high interest rates, geopolitical tensions, and unclear forecasts.
In this environment, shoppers are more careful during the buying journey, with pricing affecting their purchases and the customer experience. Any friction in the customer journey can lead to cart abandonment. This is why understanding consumer personas and behaviors is vital for enhancing sales and marketing strategies in omnichannel retail.