More than half (54 percent) of U.K. shoppers would change from a favored brand or retailer to a competitor if the overall digital experience did not meet their expectations, according to new research from content services firm Nuxeo. 

The report also revealed that almost two-thirds (63 percent) of shoppers would be more loyal to a retailer that offers “exceptional customer experience.” Elements of an “exceptional customer experience” were identified as good value and reliable delivery services, but also immediate access to relevant and useful content relating to a product.

About 58 percent of respondents said that if a retailer had poor product information on its website, they would buy that product elsewhere, while 50 percent would do so if a retailer had poor product imagery on its website.

“Retail was competitive and challenging before the pandemic and with so many of us only shopping online now, it’s even more vital for those in the sector to do everything they can to ensure consumers have the best digital experience possible,” says Chris McLaughlin, chief product and marketing officer, Nuxeo. “No one knows exactly when the high street will return to normal, or what that normal will be, so retailer focus must be on digital. This means providing customers not only with the relevant content and information relating to products, but also the personalized content that makes them feel more valued. A failure to do so will simply see those customers go elsewhere.”

A lack of product information was cited as one of the biggest problems for British shoppers. According to the study, 21 percent of respondents said this was the biggest challenge they faced when shopping. In the 16-24 age group, a lack of product information was seen as the single biggest challenge, with 25 percent of respondents agreeing with that statement.

Content is an important part of the customer experience and the research suggests that the role of content will only become greater. 41 percent of U.K. shoppers said they engaged at least once a week with a brand or retailer’s mobile app; 42 percent via a retailer’s website and 28 percent via a brand’s web site.

Social media continues to play a significant part in the retail experience as well. 24 percent of all respondents said they engage with a favored brand’s content via Facebook every day, with 15 percent doing so via Instagram and 10 percent via Twitter. Just five percent of consumers overall engage with retailers and brands via TikTok every day, but in the youngest age category this rises to 14 percent.

“Digital strategy and experience is important at the best of times, but take on a new importance during times of crisis,” McLaughlin continues. “It’s tough, but not an impossible task by any means. With careful content management, firms can deliver a first-class digital customer experience, offer the personalized and valuable content and the detailed product information that will improve consumer loyalty.” 

The new Nuxeo research paper “Navigating the New Normal: How Customer Experience Has Become Even More Important for Retailers and Brands as They Look to the Future” is available for download here.