Web retailers miss the mark: study

Online retailers are failing to meet the expectations of their customers, providing shoppers with a “disappointing mismatch” of services, OrderDynamics has claimed.

According to research conducted by the software company, more than half of online shoppers (54%) would like to request a named delivery date, but only 15% of retailers currently offer this option.

By contrast, 61% of retailers offer next-day delivery (the second most common delivery option after standard delivery) but only 10% of shoppers are willing to pay extra for the service, which on average costs £6.

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Instead, more consumers would prefer to find out which nearest store has their desired product in stock (45%), an option that only 11% of retailers currently offer.

Retailers have struck the balance in one area however: 32% of consumers reported they would use a click & collect service if it was available, and half of online retailers provide this facility.

“This study reinforces a point that I talk with retailers about every day: customers do not see channels. They have one relationship with and one view of the retailer, and they want to hear you say ‘yes’ to their desires and to deliver that experience now,” said Kevin Sterneckert, CMO of OrderDynamics.

“Consumers are telling us that the industry is not yet living up to the promises we’re making. It will take a holistic view of data across the enterprise and across channels, and a fully integrated approach to retail to begin living up to customers’ demands. This critical view of the ‘any channel’ enterprise will make the difference between offering a service which is expensive to run and disappoints customers and a profitable experience that keeps customers coming back to you again and again,” he added.

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