According to an Accenture survey of more than 20,000 consumers across 19 countries, 47% of respondents who were frustrated with a recent shopping experience said they would avoid purchasing from that retailer or brand in the future.
The same percentage (47%) of consumers said they would be willing to pay more for a shopping experience that exceeded their expectations, but frustrated consumers were twice as likely to say they would pay more for an exceptional experience, the report found.
But geography plays a role in who is willing to pay more for an exceptional experience. Only 31% of American consumers were willing to pay more for an exceptional shopping experience, per Accenture's research. By comparison, 81% of respondents in China said they would be willing to spend more for an experience exceeding their expectations.
Respondents to the Accenture survey aren't the only consumers who've expressed frustration about the shopping process. A Zebra Technologies survey found that 75% of millennials and 53% of Gen X consumers have left a store without buying an item to purchase it online instead. The primary reason for customers leaving a store to purchase online was due to out of stock items, according to the study.
On the other hand, 80% of shoppers said that technology and innovation had improved their online experience, and 66% said the same for in-store purchases, according to a report from the National Retail Federation. That same NRF report found that 37% of shoppers felt frustrated by researching features and reviews for products, and 24% were unhappy with checking prices or availability.
"Despite digital technologies fueling an explosion in opportunities to engage and interact with consumers throughout their browsing and shopping experience, many retailers and brands still struggle to deliver a seamless experience across the integrated marketplace," Laura Gurski, senior managing director and head of Accenture's Consumer Goods and Services practice, said in a statement.