What Online Shoppers Really Want
Monday, October 28, 2013
Posted by: ASBA
by Natalie Godwin | 06 / 10 / 2013
For me, retail therapy comes in many forms. I love trying on
shoes but I also love shopping online – and so do 85 million other
people (it was 75 million just last year).
UPS worked with comScore on the second edition of a unique customer
experience study that shows online shoppers want more choices and
convenience from their favorite retailers. They also want to use their
smartphones and tablets to be able to shop anywhere at any time.
According to the 2013 Pulse of the Online Shopper
retail study, 62% of shoppers want to buy items online – and if they
don’t like it – they want to return the item to the store, meanwhile 44%
want to buy online and pick up the items in a store. It’s called
omnichannel and it’s the hottest buzz word in retail today as consumers
don’t want to be locked to a computer to make their purchases.
Consumers expect nothing less than fast and easy checkout along with a
variety of brands and merchandise just a click or swipe away. They’re
using social media to shop for deals and expect more shipping options.
According to the survey, consumers want the flexibility to choose a
delivery date and time and the ability to reroute a package. It’s one of the reasons UPS created UPS My Choice, a service that gives consumers the option to choose when and where their packages are delivered.
Online shoppers are also using their mobile phones to shop more than
ever before. The amount of time consumers spent on retail sites has
grown more than 300% over the last 3 years! Almost half said they want a
retailer to send a coupon to their smartphone when they’re in the store
or nearby. Not surprisingly, 86% who have liked a retailer on Facebook
pay attention to retailer updates.
Free shipping remains a key factor, 76% of online shoppers said they
have added items to their shopping cart to qualify – it’s a 6% increase
from last year’s study.
And the customer experience no longer ends at check-out as returns
continue to play a significant role with 62% of shoppers reporting
they’ve returned an item bought online – an 11% increase from the year
before. For retailers, building easy return solutions can make the
difference as 74% said a hassle-free returns policy would impact their
decision to shop with a retailer. The ability to return an item
regardless of the channel is even better – that’s a true omnichannel