Back to Zero Friction Future page | April 15, 2019

BUILDING FOR A

Zero Friction Future

Retail shoppers can easily get frustrated by friction, a wide range of delays and inconveniences in the customer experience, both online and in-store, that can cause people to abandon their shopping journey before completing a purchase. Friction is projected to cost US businesses $213 billion in ecommerce opportunities this year.1


TOP FRICTION POINTS FOR SHOPPERS

Discovery Friction

DISCOVERY FRICTION

In today’s world, there is no such thing as a captive audience. Mobile puts an infinite number of options at consumers’ fingertips, giving them more choices than ever before. Consider: 1,000 new consumer-packaged goods were released in 2017.2 Here are some friction points that impact the discovery stage:3

AWARENESS: A lack of well-targeted, relevant ads that connect consumers to new brands, products, services and/or store locations

INFORMATION GAPS: No product ratings and reviews to help people make informed buying decisions

TECHNOLOGY OPTIMIZATION: Ads that lead to a poor landing page experience, lengthy loading times and content that isn’t optimized for mobile

50%

of consumers surveyed across 15 countries say that tailoring engagement to past interactions is important to winning their business4

PURCHASE FRICTION

Buyers in this stage are in consideration and checkout mode. Once they’ve made up their minds, they want it NOW—but the following friction points can cause them to abandon their carts, both virtually and in-store:5

AVAILABILITY: Out-of-stock items and a lack of information about which store locations may have the items

BUYING: Unclear shipping costs, too many clicks to checkout or no option to buy online and pick up in-store

PAYMENT: A non-mobile-optimized checkout experience, limited payment options and delays or failures in transactions

87%

of consumers say that a “complicated” checkout process will make them abandon their shopping cart6

15

the number of form fields in the average checkout— twice as many as necessary7

Purchase Friction
Post-Purchase Friction

POST-PURCHASE FRICTION

Retailers must focus on winning over consumers in this critical phase to ensure they are pleased with their buying decision and become repeat customers. Post-purchase friction points include:8

FULFILLMENT: Slow delivery, poor order tracking and products that disappoint

SUPPORT: Poor customer service and returns processes, lack of channels for feedback and delays in or limited access to customer support

RE-PURCHASE: A lack of loyalty programs, stored purchase histories, re-engagement plans and upgrade/sell options

52%

of consumers say poor customer service has caused them to switch brands9

60%

of consumers say they would pay more for convenience10

3 WAYS TO REDUCE FRICTION

MAP

Get to know your customers. Conduct a thorough review of your in-store, website and mobile customer journey to identify inefficiencies and where common drop-offs occur. Consider customer surveys and ethnographic research to supplement those findings. Understanding shoppers is essential to removing friction and improving their experience.

ANALYZE

Use ideation sessions and workshops to dig into the data and identify the most common friction points for your customers. Determine which friction point most affects your bottom line, and pinpoint the stage at which most consumers encounter friction and abandon their shopping carts.

IMPLEMENT

Formulate a strategy that reduces friction and improves the consumer experience, and puts the customer at the center. Design a strategy and continue to test, learn and iterate.