UK Ecommerce Retailers to Expand AI Utilisation for Enhanced Post-Purchase Experience by 2025
According to a recent study, UK ecommerce retailers are set to significantly broaden their use of artificial intelligence (AI) technologies by 2025, with a focus on enhancing the post-purchase experience for consumers. The study, conducted in partnership between Scurri, a leading delivery management and post-purchase experience software provider, and IMRG, the UK’s Ecommerce Association, surveyed more than 50 UK retailers to ascertain future trends in AI adoption.
Currently, AI technologies are being widely used across various facets of retail operations in the UK. As of 2024, the top applications included generative AI for translations and copywriting (utilised by 57% of retailers), AI-driven customer service chatbots (43%), generative AI for marketing content (33%), AI-assisted product searches (31%), and AI for product data management (25%).
The planned shift for 2025 reflects an emerging consumer demand for more efficient and responsive post-purchase communication, particularly regarding 'where is my order' (WISMO) enquiries, which have become the most frequent customer question post-purchase. To address this, a third of the retailers surveyed are planning to incorporate AI solutions tailored to reduce these enquiries and streamline the customer service process.
The push towards AI integration is largely driven by several key factors identified by UK retailers. Leading the motivations is the pursuit of business efficiency, cited by 62% of respondents, followed by gaining a competitive edge (43%), enhancing customer service and marketing efficiency (each at 38%), and improving order accuracy (29%).
Rory O’Connor, founder and CEO of Scurri, highlighted the importance of these developments, noting the competitive nature of the ecommerce market and the critical role of customer experience in securing repeat purchases and fostering loyalty. O’Connor explained, “By integrating AI-powered post-purchase solutions into customer service platforms, online retailers can effectively manage WISMO queries, reducing the dependency on customer service teams and ensuring timely and accurate responses."
The research by Scurri also underlines a significant consumer preference for quick responses to WISMO inquiries, with 73% of UK consumers desiring real-time updates rather than delayed communications. Additionally, 80% of consumers want customer service teams to have direct access to delivery data for accurate order status updates. Interestingly, 58% of shoppers indicated a willingness to engage with AI-powered digital assistants if it meant receiving faster responses.
As the landscape of ecommerce continues to evolve, AI's role is poised to grow, particularly in enhancing customers' post-purchase journey. This transition is expected not only to improve customer service efficiency but also to play a pivotal role in shaping future business strategies for ecommerce retailers in the UK.
Source: Noah Wire Services