Why retailers should fix failure before funding delight

Free report from Humii and Inside Retail. 10,440 online mystery-shopping journeys across 329 retailers.

Across several critical moments in the online journey, poor execution reduced customers’ likelihood of returning by considerably more than excellent execution increased it. Being hard to contact cost 6.6 percentage points in repurchase intent. Being exceptionally easy to contact earned back 3.2.

What’s inside

• Which CX failures carry the most commercial weight, and which are noise
• Where excellence still creates a real advantage
• What Adore Beauty, Culture Kings, VRG GRL and The Iconic are doing well
• Four questions to pressure-test your own experience