Retailers Say Too Much Tech is Bad for the Customer Experience

It seems like there is a new form of tech that companies have to incorporate every other day, and they tend to be seen positively due to the assumption that they can boost efficiency. In spite of the fact that this is the case, many retailers are claiming that an overabundance of tech is having a decidedly negative impact on the customer experience with all things having been considered and taken into account.

This comes from a survey that was conducted by Epsilon in collaboration with Phronesis Partners, and it revealed that too many tech vendors can make this rather confusing. With all of that having been said and now out of the way, it is important to note that too much tech is also having the exact opposite effect in terms of efficiency.

Instead of making things more efficient, a multiplicity of tech vendors is actually making it more difficult for retailers to obtain essential data than might have been the case otherwise. Brands often end up pitching to customers more than once, thereby alienating shoppers along with failing to target customers that have not been reached out to before.

Based on the findings that can be seen in this report, it appears that 37% of companies offering retail services are not using any off site ads. This can be a big risk because of the fact that this is the sort of thing that could potentially end up reducing the number of sales that they can take advantage of in the long run.

However, 42% of companies stated that it can be overly challenging for them to implement these ads due to the aforementioned difficulties pertaining to targeting and tracking of customers, as well as how this can inhibit customization across the board. 76% are of the opinion that ad quality should be held above everything else, and 75% said that inventory is also high on their list of priorities. It will be interesting to see how these companies adapt to the shifting tides, since the influx of tech solutions does not seem like it will go away.

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