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Service rules: 53 per cent of Aussies will switch brands over bad experience

More than half of Australian consumers in a survey said they would probably switch brands if they were not satisfied with their e-commerce shopping experience, according to data from YouGov.

The Publicis Sapient Digital Commerce Survey 2024 is based on responses from 7600 participants across Australia, France, Germany, the UK and the US.

The respondents were asked about their digital commerce experiences in banking and financial services, retail, consumer products, travel and hospitality, insurance and healthcare industries.

“When Australians are dissatisfied with their digital commerce experience, it affects their loyalty to a brand – with 53 per cent open to switching to another brand. Consumers are vocal about what they want: clearer content, more intuitive interfaces, better recommendations and more personalised interactions,” John Costello, Publicis Sapient chief technology officer for Australia, said.

“Businesses and brands must take action now and reimagine how they can transform digital commerce experiences to delight consumers, inspire loyalty, attract new buyers and drive customer lifetime value.”

On a positive note, the survey found that of the markets surveyed, Australia has the highest level of satisfaction with digital commerce in healthcare at 43 per cent and second highest in banking and finance at 64 per cent.

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