Consumers making in-app purchases are likely to abandon mobile shopping carts if their high expectations for customer care are not met, according to new research from Contact Solutions. As many as 51 percent of shoppers report cart abandonment due to a struggle with a retail app and 20 percent report the result is to never use that app again.
While three out of four consumers shop online, 30 percent of consumers shop on a mobile device just as frequently as on a desktop. While results of the "Mobile Shopping Cliffhanger" show that consumers are increasingly shopping via mobile—one out of 10 shoppers already prefer it exclusively for their online shopping—the platform requires more access to customer care.
Reporting difficulties, 16 percent of consumers say they struggle with mobile shopping apps at least half of the time and 38 percent say they are disappointed with the inability to get someone to help them work shopping apps.
And the difficulties with shopping apps are frequent: As many as 55 percent of consumers say they struggle at least once out of every five visits. What the shoppers are looking for, 92 percent, is customer care automatically provided within an app to help complete a task or goal.
"Retailer investments in online and mobile shopping experiences are starting to pay off, but keeping the trend going requires much more attention to customer care," said John Hibel, director of marketing, Contact Solutions. "Customers are using apps more frequently for shopping, but when they encounter problems and cannot get the help they need, the results are disastrous for retailers. The solution is simple–invest more in your app's customer care offerings so it can meet your customers' expectations and provide them with a seamless shopping experience."
Being in touch with brands, via mobile, is becoming a high priority for consumers. According to a study commissioned by Moxie Software, 62 percent of consumers expect to be able to chat with brands live on mobile, and of those shoppers, 82 percent would use mobile chat if it were available. Despite consumers' interest in mobile chat, the recent 2014 Holiday Retail Audit by eBay Enterprise reported that less than 68 percent of retailers surveyed have no plans to invest in new or existing mobile programs in advance of the holiday season.
*This story originally appeared on FierceMobileRetail's sister site, FierceRetail.
-See this Contact Solutions press release
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