Many Web Retailers Miss The Basics
Online retailers are failing to execute on many e-commerce basics, according to FutureNow's "2007 Retail Customer Experience Study."
"What were once e-commerce nice-to-haves are now table stakes," said Sam Decker, chief marketing officer of Bazaarvoice, in a statement.
"Easy checkout, product search and the right policies are as important as multi-channel integration and authentic user-generated content, such as ratings and reviews."
FutureNow's sent mystery shoppers and analysts to over 300 retail Web sites. Of those sites,
- 74% offered estimated delivery times
- 61% did not offer any information on the product page regarding in-stock availability
- (Only) 58% correctly answered an e-mail question within 24 hours
- 52% of retailers had physical stores; only 10% of all retailers offered in-store pickup of orders
- 43% offered free shipping
- 42% provided shipping costs early in the checkout process
- 35% had a checkout process with more than four steps
- 33% offered customer reviews
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