Spurred by COVID-19, consumers are buying like crazy online, generating double-digit online sales gains at many retailers and brands through spring and summer.
But that doesn’t mean consumers are loving the digital experience. The more time and money spent online, the more they lose patience with the level of service provided by digital marketers, encounter problems and become less loyal to any one brand.
That’s a key finding from research released today by the Wharton School’s Baker Retailing Center and WisePlum, a customer experience insights platform that helps managers determine where to invest in the customer experience to increase sales.
As Paula Courtney, chief executive officer of WisePlum, said, “Consumers are less forgiving and needing more from retailers during the global pandemic.”
According to Thomas S. Robertson, Joshua J. Harris professor and professor of marketing at the University of Pennsylvania’s Wharton School, “We are seeing brands looking for ways to