Survey: Consumers demand positive shopping experiences

A new survey reveals that customers have a low tolerance for poor shopping experiences, whether it's online or in-store.

According to a survey conducted by payments provider Klarna, 55% of shoppers say just one bad experience would stop them from returning to a retailer. Almost three in 10 (29%) say shopping isn’t as fun as it used to be, with 36% feeling that what shoppers today have gained in convenience, they’ve lost in experience.

When it comes to what drives customer disloyalty, a bad returns process (46%), and a drawn-out online checkout without payment options (28%) rank highly.

Consumer respondents indicate desirable aspects of customer experience include brand values they can align with (49%), flexible payment options (36%) and human engagement (28%). This is especially true of millennial and Gen Z shoppers, who care less about value for money, and more about brand image (22%, compared to 13% of respondents over 45) and flexible payments (32%, compared to 21% of respondents over 35).

To read the Klarna survey, click here.