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ONLINE OPPORTUNITY
Listed under: News
Published: Tuesday, December 15, 2009
Web spenders reveal bugbears in run up to Christmas
Despite the optimistic outlook for online retailers, however, the company is warning that slow performing websites could have a considerable impact on these potential profits.
Unsurprisingly, the research highlighted that most UK consumers (73%) still need to ‘touch and feel’ products they buy. But, in terms of the online shopping experience, a poor performing website was the biggest turn-off with one in six citing this as a frustration.
Many retailers have invested heavily in their websites in the run up to the busy Christmas period, but OpTier’s research indicates that if they are unable to get the basics right, consumers will shop elsewhere. This should be a wake-up call to retailers in the UK, particularly in light of research from IMRG, an industry group representing internet retailers, which suggests that internet sales now make up between 10% and 15% of total retail sales in Britain.
Almost three quarters of people surveyed said they will use a mixture of the high street and online to do their Christmas shopping. Fewer than one in five people, just 16 %, said they were planning to shop completely offline.
“Every year we talk about how online retail sales continue to be robust, but the number of etailers still not getting it right is staggering. If one retailer fails to deliver, shoppers will simply move on until they find one that can. It’s the nature of supply and demand. In the online world, retailers can’t afford to be caught with their pants down,” said Colin Rowland, Senior VP EMEA Operations at OpTier.
Surprisingly, ‘buying from a known brand’ ranked low in consumer priorities when online (15%). Instead respondents indicated a desire for the easy life, with the most important factor in their online experience flagged as ‘simple and reliable processes’ (41%). The second most important factor (20%), was ‘quick delivery times’ whilst third place went to ‘ease of use’ (19%).
“In the last 18 months, customer expectations of their online experience have evolved significantly. It’s no longer enough to have a great front end – increasingly consumers care about what goes on under the hood because that’s what impacts their experience the most,” continued Rowland. “Getting the basics right – website performance, transaction processes and the management of customers' purchases from payment to delivery – is absolutely critical. Etailers who asked Santa for a well-managed IT infrastructure last year stand to reap the benefits over the coming weeks. Those who left it off their list will have a tough time retaining customers into 2010.”
OpTier’s research was a UK-wide sample survey of consumers, and was carried out via e-surveypro.com in November 2009.
Contact: +44 (0)20 8201 5600
www.optier.com
Unsurprisingly, the research highlighted that most UK consumers (73%) still need to ‘touch and feel’ products they buy. But, in terms of the online shopping experience, a poor performing website was the biggest turn-off with one in six citing this as a frustration.
Many retailers have invested heavily in their websites in the run up to the busy Christmas period, but OpTier’s research indicates that if they are unable to get the basics right, consumers will shop elsewhere. This should be a wake-up call to retailers in the UK, particularly in light of research from IMRG, an industry group representing internet retailers, which suggests that internet sales now make up between 10% and 15% of total retail sales in Britain.
Almost three quarters of people surveyed said they will use a mixture of the high street and online to do their Christmas shopping. Fewer than one in five people, just 16 %, said they were planning to shop completely offline.
“Every year we talk about how online retail sales continue to be robust, but the number of etailers still not getting it right is staggering. If one retailer fails to deliver, shoppers will simply move on until they find one that can. It’s the nature of supply and demand. In the online world, retailers can’t afford to be caught with their pants down,” said Colin Rowland, Senior VP EMEA Operations at OpTier.
Surprisingly, ‘buying from a known brand’ ranked low in consumer priorities when online (15%). Instead respondents indicated a desire for the easy life, with the most important factor in their online experience flagged as ‘simple and reliable processes’ (41%). The second most important factor (20%), was ‘quick delivery times’ whilst third place went to ‘ease of use’ (19%).
“In the last 18 months, customer expectations of their online experience have evolved significantly. It’s no longer enough to have a great front end – increasingly consumers care about what goes on under the hood because that’s what impacts their experience the most,” continued Rowland. “Getting the basics right – website performance, transaction processes and the management of customers' purchases from payment to delivery – is absolutely critical. Etailers who asked Santa for a well-managed IT infrastructure last year stand to reap the benefits over the coming weeks. Those who left it off their list will have a tough time retaining customers into 2010.”
OpTier’s research was a UK-wide sample survey of consumers, and was carried out via e-surveypro.com in November 2009.
Contact: +44 (0)20 8201 5600
www.optier.com
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