23% of shoppers buy on mobile in stores

A great many U.S. shoppers are dissatisfied with customer service, whether it be in-store, online or on a mobile device. And while close to a quarter of holiday shoppers report buying from a mobile device while in a store, nearly half were dissatisfied with the experience.

Roughly 35 percent of shoppers this holiday season are already unhappy with their online experience, figures that rise to 40 percent when accessed in-store. Close to 18 percent of respondents complained that it was impossible or extremely difficult to find the information they wanted on retailers' websites, according to research from customer engagement solutions provider Eptica.

Shoppers are increasingly using their smartphones in stores to make purchases: 23 percent bought from the website of the retailer they were in, but one-fifth (20 percent) purchased from a rival, according to the "2015 Eptica Retail Holiday Customer Experience Study." This suggests that showrooming is still a threat to retailers.

But in spite of retailers making mobile updates, nearly half of those that bought in-store via smartphones complained about the service—49 percent in the case of those purchasing from the retailer they were in, and 48 percent if buying from another company.

Consumers were none too thrilled with customer service regardless of the channel: 35 percent reported being unsatisfied with the online experience and 40 percent were unhappy with their in-store experience.

"Holiday shopping patterns seem to be in a state of flux, with some consumers still embracing Black Friday and Cyber Monday, but others spreading their purchases over a wider timeframe," said Olivier Njamfa, CEO and co-founder of Eptica. "What is shocking is that whatever channel they choose, and whenever they shop, so many consumers are unsatisfied with the service they receive. At such a vital time of year, retailers need to fix this if they are to win and retain customers and guarantee strong revenues over the holiday period."

For more:
-See the 2015 Eptica Retail Holiday Customer Experience Study

Related stories:
Target adds Instagram content, makes mobile changes
Walmart's omnichannel holiday strategy
Walmart, Toys R Us most expensive for toys
Holiday Web traffic peaked on Cyber Monday 2014
Cyber Monday heaviest online sales day in U.S. history

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