Consumers Want Omnichannel Convenience, Positive Shipping Experience
A new study from UPS and comScore reveals that overall customer satisfaction with e‑commerce is high at 83%. Ease of checkout (81%) and variety of brands and products offered (80%) are among the specific areas of e‑commerce with which consumers are most satisfied, while satisfaction rates are much lower for ability to choose a specific day for delivery and flexibility to reroute packages (44% each) and green/environmentally friendly shipping (43%).
Shipping is also a dominant theme in driving customer recommendations of online retailers. A leading 68% of respondents have made a positive recommendation of an online retailer based on shipping experience, while the leading drivers of negative recommendations were shipping costs too high based on product price (59%) and expected delivery date (45%) and products arriving damaged due to shipping/packaging (43%).
Looking at aspects driving likelihood for a customer to shop with a particular retailer. The study finds omni-channel convenience issues such as the ability to buy products online and return them at the store (62%), push of location-based coupons to smartphones (47%), ability to pick up online purchases at the store (44%) and availability of tablet-specific apps (41%) as the most important.
Other findings include:
- Fifty-one percent of respondents have used “ship to store” for an online purchase, with 38% of those buying additional products at the store.
- Nearly half of consumers using a retailer’s mobile app are less likely to comparison shop when using an app versus a browser.
- Forty-nine percent of respondents use a location-based social/deal service, with Groupon (35%) the most popular.
- Eighty-four percent of respondents use at least one social site, with Facebook (77%) the most popular by a wide margin.
- Sixty percent of respondents who “like” a brand on Facebook do so because of occasional promotions for Facebook fans.
- Shipping costs making the total purchase more expensive than anticipated (54%) is the leading reason for Facebook cart abandonment.
- Free shipping (76%) is the most important option in the checkout process.
- Having to pay for shipping (60%) is the leading issue faced in returning online orders.
To learn more about online shoppers, check out the AudienceSCAN report available on the Research Store at ad-ology.com.[Source: “Pulse of the Online Shopper.” UPS and comScore. 30 Jul. 2013. Web. 31 Jul. 2013.]