A majority of U.S. consumers — 67% — plan to do their holiday shopping online this year, according to a new study by Dynata, sponsored by SAP SE. And 60% except to do at least part of it in brick-and-mortar stores.
In addition, 24% will be shopping using mobile apps and 20% will use mobile websites. But 92% want control over the experience of shopping or interacting with a brand.
“Customers want to choose and influence their experiences,” says Paula Hansen, chief revenue officer of SAP Customer Experience. Consumers will “switch a provider, business or brand if they aren’t satisfied with the experience delivered,” Hansen warns.