Customer service and shipping options top consumer priority list

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Buy online and pick up in-store is growing in popularity.

Shoppers want customer service, variety in fulfillment options and ways to connect directly with retailers. These attributes stand out as what matters the most to consumers in a shopping experience, according to the 2017 Retail Report by Radial and CFI Group.

When it comes to connecting with retailers, 40% of consumers surveyed check the status of an order using a retailer’s website, 83% use self-service options when available and 85% would use a visual IVR on the mobile phone if it were available. 

Social media also plays a growing role in customer experience and is a great channel for customer feedback. Of those surveyed, 62% use social media to interact with retailers and 76% expect retailers to respond on the same day to a comment on social media.  

Buy online and pick up in-store (BOPIS) is also growing in popularity. In fact, 54% of consumers opt for in-store pickup at least one-quarter of the time, and 37% expect to hear that their pickup order is ready on the same day of their purchase. 

The best way to build shopper loyalty is to balance data protection with limited fraud alerts, according to results of the report. About 33% of consumers are concerned with having their credit card information stolen, 24% have had a purchase incorrectly identified as fraud and 62% would shop elsewhere if a purchase was incorrectly identified as fraud.