Not everyone is smiling on World Smile Day – mobile shoppers have much to be glum about
Not everyone is smiling on World Smile Day – mobile shoppers have much to be glum about

Today is World Smile Day, yet on a day that encourages people around the world to smile more, most retailers are failing to connect with their customers on an emotional level to make them smile, research finds.

Considering that the average UK person spends one day a week online, two in three consumers (65%) say can’t even remember the last time a retailer’s website or app made them smile — while under a third (30%) say they’ve smiled within the last month when interacting with a retailer online, says the study by Acquia.

In an age of marketing that aims to create compelling and engaging digital experiences, the research finds that current digital marketing efforts…