comScore, Inc and UPS have released the Online Shopping Customer Experience Study, a report analysing consumers' online shopping behaviours and preferences pertaining to the post-purchase experience.
Drawing its analysis from a February 2012 comScore survey of more than 3100 US online shoppers and an online focus group held in January 2012, the report highlights which factors lead consumers to return items, to recommend online retailers to friends, their requirements for a smooth checkout process, and which shipping services they find most valuable. To download a copy of the report, go to www.comscore.com/OnlineShoppingExperience.
Few factors figure more prominently in improving customer satisfaction in online shopping than an easy-to-understand and convenient returns process. A significant 63% of online shoppers look at a retailer's return policy before making a purchase. Nearly half said that they would shop more often and recommend a retailer with a lenient returns policy, indicating its value in driving customer loyalty. Hassle-free returns and exchanges rank above average in terms of importance for shoppers but rank low in terms of current customer satisfaction, showing a significant area of opportunity for retailers.
"The Online Shopping Customer Experience Study provides retailers with the insights needed to enhance the post-purchase online shopping experience, focusing on the factors which lead to customer loyalty and growth," said Susan Kleinman, comScore director. "While free shipping has tended to dominate the discussion regarding what provides satisfaction to online shoppers, the study shows there are several other factors critical to a positive online shopping experience. Retailers need a holistic understanding of these drivers if they hope to stimulate sales while maintaining healthy margins in this competitive retail environment."
"This is important intelligence that can be put to use immediately," said Alan Gershenhorn, UPS's chief sales and marketing officer. "Online retailers of any size can win more business during this year's holiday season if they prepare now to offer a better shopping experience. UPS recognised some time ago that online customers are expecting speed, convenience and flexibility after they click to buy. That's why we've developed solutions such as the industry's broadest range of return options and UPS My Choice which lets consumers control the time and location of delivery."
Consumers are currently most satisfied with the ease of checking out, the variety of brands and products available and online delivery tracking ability. They are least satisfied with the current level of flexibility in choosing delivery dates.
At least 42% of online shoppers reported abandoning their shopping carts because of delivery timing estimates. While two-thirds of shoppers choose the most inexpensive shipping option, more than 40% expect to see the availability of 2-3 day delivery and nearly a third want the option to choose overnight shipping. The need for speed is also important, with 48% of online shoppers not willing to wait more than 5 days for packages to be delivered. A third of shoppers said they most often choose to pay a fee for faster delivery.
Online shoppers also said they valued having tracking capabilities to know when their packages would arrive. 46% said receiving their orders when expected would lead them to recommend an online retailer. The ability to reroute a package and schedule a 2-hour delivery window is also important for shoppers in the delivery process.
The Online Shopping Customer Experience Study, a report commissioned by UPS, evaluates consumer shopping habits from pre-purchase to post-delivery. The study is based on a comScore survey of more than 3100 US online shoppers. For additional information on the report, contact Susan Kleinman at moc.erocsmoc@namnielks.
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and the preferred source of digital marketing intelligence.
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