Although a majority of retailers have invested in better digital shopping solutions following Covid-19, a staggering 70 per cent of retail marketers are still worried that their technology will hinder their success this sales season. That’s according to the latest findings from digital experience analytics company, Contentsquare.
Its latest Sale Season Report surveyed 300 retail marketers across the UK, US and France about their plans, concerns and the lasting impact of the upcoming sales season. The research discovered that over a third (36 per cent) of respondents are highly concerned that they won’t be able to track issues on their website or apps in real-time.
In addition to this, 34 per cent are worried that their website or app will crash at some point during sale season, which could severely damage conversion rates.
“Unfortunately, there are several different issues that can potentially crop up during sales season when you least expect it,” said Niki Hall, CMO at Contentsquare. “Issues like website outages or site crashes due to poor performance, or a broken page link or out-of-stock product can all severely damage conversion rates during the busiest time of the year. But this doesn’t mean retailers can’t have a successful sales season. Having the right tools in place ahead of time can help marketers to stop worrying about technical issues and focus on the areas that matter.
“Whether it’s using digital experience analytics to identify the technical root causes of friction points in the customer experience or AI to gain valuable real-time insights into website issues, having the right tools in place can ensure that any site issues can be identified and fixed in good time,” Hall continues. “Not only will this reduce team stress but can also stop shoppers from getting frustrated and looking elsewhere.”
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