Data analytics company SAS has released new research into shopping experiences during the ongoing COVID-19 pandemic.
The global survey consisted of an online questionnaire of 10,000 adults across the UK, Germany, Italy, France, Spain, Netherlands, Poland, Sweden, Greece, Saudi Arabia and South Africa conducted during 2021. Among the standout results were that 87.9% of retail customers feel that the shopping experience has improved during the pandemic.
That coincides with the movement to online and digital services as a result of social distancing, with 15% starting to use a digital service for the first time.
“The insights that can be gained from data produced by each digital interaction are the key to delivering highly personalised and rewarding customer experiences,” said Andrew Fowkes, Global Retail Practice, SAS.
“Customers are increasingly aware of this; they want the benefits of a seamless digital experience and, as a result, are becoming more willing to share their data. The onus is on retailers to leverage this data using advanced analytics and AI to always deliver the right response, which sometimes needs to be ‘in the moment’.”
Other standout results included: