Online holiday shoppers' satisfaction sinks
Compared to last holiday season, online shoppers are 7.5% less likely to buy offline from the retailer in the future. This was due to a number of factors, including higher petrol prices. Industry related factors included an increase in competitive online shopping activity as shoppers look to stretch their limited resources further and aggressive discounting by online retailers.
2006 was the last year e-commerce vendors introduced new functionality to their Web sites that were visible to consumers, such as better search features and click-once-to-buy shopping carts.
Coincidentally or not, it was also the last time aggregate customer satisfaction with online retailers registered 75 on a 100-point scale in the annual Holiday Top 40 Online Retail Satisfaction Index Report, produced by ForeSee Results and FGI Research.
The report is based on surveys of 11,000 consumers who visited the top 40 revenue-grossing retail Web sites. It uses the University of Michigan's American Customer Satisfaction Index's methodology to measure how well these top retail Web sites deliver the kind of site experience customers want.
Read the full article here.
