Daily Insights

An Opportunity for Differentiation

By: Kyle Rees | Sep 19, 2019

Account sign-in or management is a fairly ubiquitous feature on most B2C websites and is an area that brands should explore in the future.

Energy brands showed the lowest rate of account adoption at 17%, which parallels their low average Digital IQ scores and implies lagging digital maturity in Gartner L2’s report on the topic. Lack of account sign-up or sign-in increases the difficulty of offering personalized service like shipment status or order tracking notifications, product and inventory availability, targeted up- and cross-sell opportunities and proactive customer communication.

Lack of insight into the customer buying journey will also likely present additional challenges that pertain to customer data privacy and management in the future.

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