With most gift retailers now online, a newly published report, Fresh Relevance Loyalty Report 2021, conducted in collaboration with market research company Censuswide in early January 2021, has revealed that 40% of shoppers miss not being able to touch and try products before making a purchase.
When shopping online, other customer frustrations include:
- Online stores that are difficult to navigate (38%)
- Seeing exclusive offers aimed at new shoppers (38%)
- Sold-out items with no information on when the product will be restocked (34%)
- Having to wait for the order to arrive (20%)
- Not being able to talk to a salesperson (19%)
- Mobile sites that don’t function well (15%)
Almost half (48%) of Baby Boomers (aged 55+), said that they would consider not purchasing if an online store is difficult to navigate. Generation Z meanwhile, (aged 16-24), value a smooth mobile experience, with 22% stating they would abandon a retailer whose mobile site doesn’t function well.
The top customer ‘wants’ from online retail include:
- Highlighting spending thresholds that unlock an incentive (34%)
- Product ratings and reviews (30%)
- Highlighting important order cut-off dates (28%)
- Recommending complementary products (24%)
- Making it easy to discover more products I might like (23%)
- Making it easy to return to an abandoned web session (23%)
- Helping imagine how the product will look in real life (20%)
- Click & collect (20%)
“When it comes to fostering customer loyalty, convenience, personalised communications and targeted incentives are key,” states Mike Austin, ceo and co-founder of Fresh Relevance.
The online survey, representing 2000 nationally representative UK consumers, was conducted between January 4-6, 2021. The report is available to download now.
Top: Online shoppers are missing the in-store experience says a new report.
