Retailers could boost online sales with better customer service
Avail Intelligence Experience Index reveals internet shopping still lacks the personal touch
More than a third (35 per cent) of Britons would spend more online if offered better customer care or advice, indicating that retailers are missing out on valuable sales, according to a new survey released today.
Findings from the research carried out online for Avail Intelligence, pioneers in behavioural merchandising, show that retailers should be worried that poor customer care coupled with a lack of quality guidance could be driving online shoppers away.
According to the research, conducted by YouGov, one in three (30 per cent) still prefer shopping on the high street. When asked why, better customer care (47 per cent) and access to advice and support (35 per cent) were the most popular reasons cited.
Furthermore it is apparent that some retailers are not as joined up cross-channel as they should be. Only five per cent stated they found product pricing better on the high street, far lower than online (61 per cent).
Additionally, 51 per cent of respondents cited that the range of products stocked by retailers online was better than the high street with only 13 per cent claiming the opposite was true. Only 14 per cent stated that they thought the ability to find what they wanted was better in a store than online.
According to the survey, here is an overview of the areas online where retailers can make improvements that would encourage most consumers to spend more:
- Customer care – 22 per cent
- Pricing – 14 per cent
- Advice and support – 12 per cent
- Product information – 10 per cent
- Navigation – 9 per cent
- Range of products – 5 per cent
“Its clear that shoppers would spend more online, if they had access to the recommendations and advice they currently get when visiting a physical store,” said Pontus Kristiansson, CEO and co-founder, Avail Intelligence. “The challenge for retailers is offering that without impacting its cost base so much so that it takes away the benefit consumers see in terms of lower prices online.”
Kristiansson goes on to say: “The findings also suggest that retailers should be doing more to create a consistent shopping experience cross-channel for its customers. For example, the range and volume of products stocked by a store is determined by floor space. The simple addition of a web-enabled kiosk could link instore and online and provide shoppers with access to a wide range of products increasing the chance they’ll make a purchase with you and not a competitor.”
About The Poll
All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2107 adults. Fieldwork was undertaken between 29th June – 1st July 2010. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).