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Why etailers are missing out on billions in sales: CEM Africa features latest SA Digital CX Report
By: CEM Africa Summit
CEM = Customer Experience Management
CX = Customer Experience
It is the third major annual study undertaken by marketing and advertising agency Rogerwilco, market research company ovatoyou and certified customer experience professional Julia Ahlfeldt.
"Money left on the table"
The report states that "ecommerce has finally come of age in South Africa, one of the few sectors to find a silver lining in the COVID-19 cloud". The data shows that income and age are no longer barriers for participation in online shopping. For example, the 50+ category is just as likely to be conducting research and making online purchases as their counterparts in their 20s and 30s, while 73% of those with a monthly household income of less than R10 000 per month are shopping online.
However, the report emphasises that basic flaws in the online experience for customers are costing etailers billions in potential turnover.
Cart abandonment, where a consumer adds a product to their cart but does not go through with the transaction, is high among South African online shoppers according to the report (76% of those surveyed), and is estimated to cost online retailers more than R20.4bn.
'Unboxing' the purchase
Amanda Reekie, from ovatoyou, believes that even though the fulfilment landscape has matured, challenges remain: "It is going to take real creative thinking and collaboration to open up improved delivery options that are less expensive".
Delivery, however, was surpassed in the report by the 34% who said unboxing their new purchase was the most memorable aspect of their online shopping experience (the balance spoke to the point at which they made the purchase (19%), the thrill of the research (10%) and the after sales support (4%)).
CEM Africa's exclusive panel on The 2021 South African Digital Customer Experience Report will include the authors: Charlie Stewart, Amanda Reekie and Julia Ahlfeldt. Joining them are Joseph Sindaha from Nestlé, and Janine George from Carrol Boyes. The discussion will be streamed live on Day 2 from 09:30am–10:
Honest retellings of CX experiences
The CEM Africa Summit has been around for a decade and has connected thousands of CX professionals over the years.
Confirmed event sponsors so far include Freshworks, Verint, Insider, Infobip, Rogerwilco, Simplify360 and Inquba.
CEM Africa Summit