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What Online Shoppers Really Want

Monday, October 28, 2013   (0 Comments)
Posted by: ASBA
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by Natalie Godwin | 06 / 10 / 2013
UPS delivery

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).

Save up to 35% on shippingUPS 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 experience.



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