For retail shoppers, the customer journey often begins with a local mobile search. In fact, 80% of retail shoppers have searched the terms near me on their smartphones. After performing local mobile searches, 61% of shoppers go on to call a business, while 59% visit the location. Their calls are often inquiries about inventory and pricing. The higher the price, the more likely retail customers are to call, since expensive purchases are more considered.
In addition, online retail shoppers often call an agent to learn additional product specs, clear up billing issues, and finalize purchases. For retail marketers, these calls to brick-and-mortar locations and contact centers are one of the richest sources of customer insights available.
In order to boost website and marketing ROI, retail marketers and their agency partners should harness the voice of the customer from inbound calls to locations and contact centers to inform their strategy.
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