In-person CX still has its place

Yes, the world is tech-obsessed, but is in-person CX dead? No, definitely not, and it’s particularly more valued in European countries.

Take France, for example, in-person brand engagement is the preferred form of interaction, chosen by 16% of respondents. This is almost double the global average for in-person interaction.

But perhaps the French preference for in-person CX shouldn’t come as such a surprise. Just over half of consumers say that they have better experiences when shopping online.

In Brazil, while 69% of respondents prefer e-commerce, over 90% of retail (in terms of transactional value) is still conducted in person.

Indeed, there’s very little genuine difference in terms of preference for online and in-person CX in relation to retail in France, Germany and Spain.

In-person CX vs. online

Regarding the elements that make the online retail experience better, convenience and speed were the two greatest positive differentiating factors for consumers using digital channels. And while U.S. consumers who prefer online retail still prefer it for the same reasons, it’s not the case in other countries.

In the U.K., affordability and availability are now both more important than speed, which is now ranked in fourth place.

In France, Germany and Spain, availability is a bigger point of differentiation than speed, while in Brazil, where e-commerce is still in its infancy, affordability is the most attractive aspect of online retail, followed closely by availability.