AI is once again a hot topic for the coming holiday season as brands grapple with its impact on customer journeys and how that could affect the busiest time of the year.
Shoppers don’t trust AI tools for everything, but many are happy to use it for basic tasks like tracking shipping updates and product research.
Technology alone doesn’t tell the whole story, however.
Stores, associates and the joy of the holidays are all mainstays of a good holiday shopping experience, and they can all work alongside one another.
Here are three numbers that offer a preview of how consumers plan to shop during the holidays:
2 in 3
The rate of consumers who have used AI tools to research products or discover gift ideas, according to a survey of more than 1,600 consumers released last week by Emplifi and Semrush.
AI-powered gifting isn’t new — a sizable share of consumers were already using the technology ahead of last year’s holiday season — but this holiday season marks the technology’s entrance into the mainstream.
The biggest impact this will have for retailers is meeting customers’ twin needs for speed and consistency, according to Kelly Askew, global lead for retail at Accenture.
Customers will be more educated than ever when they land on a product page or enter a store, according to Askew. They already went over the basic details with an AI assistant, and now they want to finish up their purchase with minimum fuss.
“If I go into a store having already done the research, I want to be able to find the product very quickly,” Askew told CX Dive.
Price consistency matters too, according to Askew. If a third-party AI assistant tells a shopper that a suitcase is available for $500 and the retailer is actually selling it for $700, the experience can sour very quickly.
44%
The percentage of consumers who say they visit stores to see, touch or try products before buying, according to a survey of more than 4,000 consumers released in September by Accenture.
Many shoppers still want the confidence that only physically interacting with a product can offer — not to mention a dose of holiday spirit a good store can offer.
“Consumers like going to the store during holiday shopping,” Askew said. “I think the vibe, the inspiration, that kind of collective experience of shopping with other people certainly appeals to a lot of people.”
The trick is to make that shopping excursion enjoyable, not stressful, despite the holiday crowds.
A smooth e-commerce experience will serve retailers well in stores as well, according to Askew. The support of a good AI assistant, fitting and product recommendation tools, and ways to access a retailer’s entire inventory can all make the brick-and-mortar feel smoother.
1 in 5
The number of consumers who say store staff’s personal touch is what turns a good experience into a great one, according to a survey of more than 1,000 consumers released this summer by Alchemer.
Associates have remained an essential part of a good holiday shopping experience, and that shows no signs of changing.
A well-trained associate can guide a customer who feels overwhelmed by the search for a perfect gift, and they can instill confidence in customers who are mostly, but not entirely, sure of their choice. They are the store’s customer service agents and brand ambassadors.
Companies that fail to properly staff their stores may suffer. For instance, customers may rethink a shopping trip if the line seems too long.
Some major retailers have made significant investments in their associates that could help define their holiday experiences. Earlier this year, Target launched guest experience training for its employees, Walmart created the “Beauty Expert” position, and Best Buy’s incoming CEO announced plans to invest more in its employees as part of a broader CX strategy.
AI can help associates too, according to Askew. AI tools can help associates take care of mundane tasks more efficiently and free them up to spend time providing great customer service, as well as enhance their ability to support customers.
“Those AI tools could also provide those store employees with a little bit of insight and the ability to assist the customer even better,” Askew said.
