The survey provides a global view and also shows the desire for personalized customer service.
Oracle Retail, a platform aimed at the retail market, carried out the research Setting The Bar 2019 with over 15,800 consumers and 210 retailers to understand consumer demand and experience worldwide. Overall, the study highlights that retailers are not meeting customer expectations. The survey pointed out that 97% of Brazilians would like to have a quick delivery of their purchases, preferably fast and cheap, and that it could include a drone or autonomous vehicle.
Regarding on-time deliveries, Brazilian respondents considered that only online stores are more reliable to ensure that purchases arrive on time (59% of time), against 57% in traditional retailers. A cutout for Brazil also shows that 18% of consumers would never shop with a retailer again when delivery promises were not fulfilled and 49% said they would look to an alternative retailer.
Even in post-purchase, retailers and customers disagree about returning items, as 57% of companies believe that returning products is too easy and the same share of consumers disagree and classify the return process as a complete hassle. The survey shows that 87% of consumers in Latin America intend to return a gift and 23% plan to return more than half of the gifts.
“Returns are a growing reality. Retailers need to see them as a potential opportunity to interact with customers and create more brand affinity – whether that's exchanging them for other merchandise or simply giving them a positive return experience,” says Raul Neto, vice president of Oracle Retail in Latin America.
On the shopping experience side, more than half of global consumers (56%) rate convenience, such as having their clothing size in stock, as the top priority in their shopping journey. In fact, Brazilian consumers in the survey (53%) point out that convenience and a great shopping journey, regardless of channel, is important when buying an item. Having space to try on clothes, discover new products and expert advice were rated as important points when shopping in the physical store.
"Consumer expectations are ever-changing, with each positive experience setting a new standard for retail success," said Mike Webster, senior vice president and general manager, Oracle Retail. "Whether they're sharing a ride, enjoying an in-app experience, or entering a physical store, customers expect the same level of service across all channel interactions. This raises the stakes for retailers to be able to compete with rival brands and new models." of business ".
Convenience, along with technology, which acts as a facilitator between retailers and customers, is important for improving the flow of purchases, as well as helping retailers to make products available.
Approximately 67% of country respondents like the idea of online technology providing a digital version of themselves to try on products (such as sunglasses and clothing). Virtual reality (VR) was cited by 69% of respondents as a tool that helps with shopping, as it can allow the consumer to virtually choose an outfit, without the need to go to a fitting room in the physical store.
Trust and loyalty on the agenda
As behavioral changes take place, consumers demand personalized experiences in addition to dynamic content or special offers. It is necessary to strengthen the bonds between people and the brand, taking the premise of this relationship as an advantage in offering products.
Thus, Brazilians (58%) cite that offers or discounts made based on their brand loyalty show a level of personalized retail treatment with their relationship as a consumer.
For Neto, retail and consumers are aligned, but there is still a long way to go. "We are already seeing improvements in several countries in terms of service and experience in various channels. Although we have a lot to do, we understand that the market is moving towards consumption, with ears focused on consumer desires and valuing the relationship with the objective of improving lines business", he concludes.
In terms of trust, 52% of respondents globally trust retailers who respond immediately to requests or recalls more, and 47% are more likely to trust new brands if they are honest and authentic. Already one in five Gen Z and Y consumers completely trust what retailers say.
To read the report, click on here and learn more about the retail and consumer market in Brazil on the Oracle portal.
Methodology
Oracle Retail's Setting The Bar survey was conducted in 2019 with more than 15,800 consumers and 210 retailers in five key regions: Europe (France, Germany, Italy, Spain, Sweden, UAE and UK), JAPAC (Australia, China) , India, Japan), Latin America (Brazil, Chile, Mexico), North America (Canada, United States of America).
About Oracle Retail
Oracle is the modern platform for retail. Oracle provides retailers with a complete, open and integrated platform for the best business applications, cloud services and hardware designed to work together. Leading fashion, grocery and specialty retailers use Oracle solutions to accelerate from best practices to the next practice, boosting
EN 
PT 
