2013 B2C Commerce Survey Reveals Customer Experience, Metrics and Social as Key Trends
By Michael Hylton on Apr 18, 2013
E-commerce continues to grow, with 1 in every 10 discretionary dollars spent online, according to comScore. Because of this rapid growth, Oracle conducted our B2C Commerce Trends survey for the third year in a row.
For this particular report, Oracle surveyed nearly 200 B2C commerce professionals across North America, Latin America, Europe and Asia Pacific. We found some interesting parallels for both B2B and B2C this year and their similar goals for 2013.
According to the research, many retailers have their foundation in place but are now looking to truly optimize the customer experience (CX) and tying all of their touchpoints. The report finds these key themes, challenges and investment activities for B2C retailers in 2013:
- CX is Key to Driving Future Investments: Customer-facing
solutions, including commerce platforms and digital customer experiences, are
expected investments in 2013. While many B2C companies stated they are
currently in the process of executing on their CX strategy, 26% still plan on
implementing a CX strategy within their company.
- Connecting the Dots Isn’t Complete: There is still much to be done by retailers to connect touchpoints and ensure customers have a consistent buying experience. Only 8% of survey respondents cited the customer transition between touchpoints as “excellent” while 59% said customers’ ability to transition between touchpoints as “fair” to “poor.”
- Know Your Metrics: Executives are focused on key metrics that
matter, and measurable metrics are key to tracking success, primarily focused
on measuring revenue growth. 65% of companies said that they focus on measuring
Web site traffic, 64% on overall revenue, followed by mobile (51%) and social
- Social is Evolving: Many retailers have started implementing, but to do truly well in this channel, companies need to define their metrics to gauge success before starting on social channels. Social initiatives cited by respondents include Facebook (45%), Pinterest/Instagram (30%) and YouTube (29%).
Click here to download highlights from the report.