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Retail Customer Experience Report Shows Consumers Prefer Hybrid Services

Customer behaviors have shifted to digital but not as starkly as experts expected, according to a recent retail customer experience report published by Tallwave, a CX design company.

The report analyzed the way the COVID-19 pandemic has changed consumer behaviors and their post-pandemic expectations, suggesting that a hybrid model of in-person experience and digital services might be the new post-pandemic business model.

Though most customers value convenient and customized online shopping services, digital experiences aren’t universally accepted by consumers over 55 years old.

Of all respondents, about 40% enjoyed the convenience of using digital experiences. But the older generation emphasizes safety. Interest in exclusively digital experiences decreases starting with the 45-54 age group. For consumers older than 55 years old, more than 60% of them said they will not participate in the digital experience in the post-pandemic world.

The online quantitative survey was conducted in April 2021 and surveyed 1,010 individuals across the United States. Respondents were aged between 24 and 65 years old.

The report suggested that consumers are looking for personalized experiences that they can control. A good way for businesses to sustain and meet customers’ desire is to bring the digital transformation into physical stores at the right time. Companies should also continue to modify their services and customer experiences using customer data.

“Brands who shifted quickly to digital models during the pandemic developed a more favorable impression with customers,” said Jesus Ramirez, Vice President of Strategy and Innovation at Tallwave, in a press release. “As we move forward, the data reinforces the importance of meeting customers where they are, and giving them the option of digital and/or in-person experience.”

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