The global pandemic has led to an explosion in e-commerce according to McKinsey, the first three months saw a 10-year leap. A leap that can be seen in the figures but also in the transformation of consumer behavior. From now on, the customer experience has become the first purchase criterion, and loyalty a very relative notion.
Faced with a disappointing experience or an offer perceived as unsuitable, more than half of consumers say they are less likely to buy. Brands no longer have the right to make mistakes, which is not easy in an omnichannel and phygital world.
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