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Survey: Holiday Shopping Would Go Smoother with Chat

Mobile Commerce Insider Featured Article

October 09, 2014

Survey: Holiday Shopping Would Go Smoother with Chat

By Steve Anderson
Contributing TMCnet Writer

It's hard to believe, but there are just under three months left in 2014, and with the end of the year comes the start of holiday shopping season. Whether it's Christmas, Hanukkah or Festivus — or any combination of the previous — that's celebrated, it generally calls for some degree of shopping and gift giving. That means a lot more shoppers than might normally be seen this time of year, and with more shoppers turning to mobile, a new study commissioned by Moxie Software is showing us some new insight into the mobile shopper's mind, and what that shopper would like to see.

The Moxie study targeted over 2,100 United States residents and talked mobile shopping, as well as online shopping habits, and the results of that study offered some clear guidance for businesses. Perhaps the biggest point is that 75 percent of respondents preferred to have the option to use live online chat instead of having to just call a business to speak with a customer service agent. But that wasn't the end of the noteworthy revelations generated by this study. The research also noted that 62 percent of survey participants expected live chat to be available, and moreover, 82 percent would actually use such a service if it were available.

For the most part, there was good news afoot for mobile shopping providers, as respondents were generally either satisfied or very satisfied with the experience, and 72 percent of respondents fell into one of those two camps. That's good news, but it's news that can be better; when live chat is used on a mobile device the average satisfaction rate jumps to 92 percent.

Further, the study found that men are increasingly becoming mobile shoppers, as twice as many men than women make daily purchases online, and in terms of weekly purchases, so too are men well-represented. The new power shoppers in mobile, meanwhile, are men of the millennial generation, and those who live in the general area of the Ring of Fire, specifically, Alaska, California, Hawaii, Oregon and Washington.

There was one last word of warning from the survey, however, and one that mobile retailers should pay particular attention to: while more shoppers are turning to mobile devices, said shoppers will be actively expecting the best in customer service, and failure will not be tolerated. Fully 60 percent of customers will abandon carts and never return should poor customer service be had.

Moxie Software is particularly well-placed to make this kind of a survey, as it offers several tools geared toward augmenting customer service in mobile shopping. With tools like Moxie Knowledge, Moxie Email and Moxie Web Self-Service, there are tools here to cover just about any set of conditions that a mobile retailer may want to address.

There's little doubt that mobile shopping has gained a lot of ground in recent months, though; recent word suggests as many as one shopper in three was hitting mobile devices for shopping as recently as 2013, and that number likely hasn't fallen off since then. With mobile now accounting for 51 percent of  retailer website visits, that should be all the sign anyone needs; ignoring mobile is done at one's own expense, and potentially, that particular price tag (News - Alert) will encompass the entire business. Having a great mobile experience needs to be top priority for retailers, especially for those hoping for a big holiday shopping season, and the sooner businesses can be ready, the better off same will be.


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