Online Shopping Needs Improvement
A March 2008 Opinion Research Corporation survey found that the online shopping experience for US Internet users is being hindered by misrepresented items and lack of customer service.
Nearly nine out of 10 US consumers surveyed said they shopped online and within this group, the chief frustration, cited by 24%, was receiving an item that did not look like it did online.
The second most frustrating thing about shopping online, cited by 23% of respondents, was not being able to talk to someone regarding any purchasing questions or concerns.
In addition, 21% of consumers surveyed were unable to name an online retailer with the best shopping experience.
“This suggests that there is ample opportunity to create competitive differentiation and to establish best practice in the online shopping space,” said Linda Shea at Opinion Research Corporation.
“Failing to meet customers’ expectations at any point along the buying continuum—from login to receipt of item—can have an adverse impact on the customer’s perception of not only the store, but the brand as well.” [eMarketer]
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