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The 12 Days of Ecommerce

Author's avatar By Expert commentator 23 Dec, 2014
Essential Essential topic

The latest Ecommerce facts about shopper behaviour to inform retail strategies in 2015

We enjoyed the interesting + useful Ecommerce factoids and commentaries from digital agency Blueleaf. So we got in touch to share the learnings contained. If you would like to see the remainder of the series, you can sign-up to Gossip.

Enjoy, please Tweet the facts you fancy and Merry Christmas!


Day 1 - Christmas commerce fact for 8th December:

Shoppers spend 30% more per order, when free shipping is included.
Source: Wharton

UX Director Chris Jones explains, 'Take a long, hard look at your shipping costs. Could you trial free shipping to see if there’s an uplift in sales that would more than cover the cost? Do you at least offer free shipping over a certain basket amount? It’s something that customers feel very strongly about, especially on high value orders'.


Day 2 - Christmas commerce fact for 9th December:


When browsing a fashion retail website 47.1% of people want lots of product; the more the better.
Source: Drapers

Managing Director, Rob Smith recommends, 'Large selections of product make the purchase feel more individual and more of a personal choice. Beware the paradox of choice though,  too many red dresses and people begin to over-analyse the nuances of a large selection and don’t check out fast'.


Day 3 - Christmas commerce fact for the 10th December:holly

31% of people visit a store prior to making an online purchase.
Source: Radware

Head of Strategy, Jonathon Palmer says, 'Customer’s shopping behaviour has changed dramatically over the last few years. Many online-only retailers are investing in physical stores so people can actually touch their products and connect with their brand. Simple measures can make a difference, like equipping store staff with tablets and ensuring they’re trained to make each possible sale happen, either then and there or at some point later online'.


Day 4  - Christmas commerce fact for the 11th December:


Christmas shopping on mobile devices grew by a massive 138% last year.
Source: Internet Retailing

Managing Director, Rob Smith says,'Mobile shopping is increasing all the time. Each Christmas creates a surge as it’s such a busy time of year and also a time when a lot of devises get swapped. Phones now have better screens and therefore, create a better shopping experience'.


Day 5 - Christmas commerce fact for the 12th December:


The average online shopper makes 6.2 visits to a company's website, using 2.6 devices, before they buy.
Source: Radware


UX Director, Chris Jones says, 'Understanding customer journeys and creating a site that caters for each stage is key. Knowing if your customers are more inclined to use certain devices at each stage us also essential when considering user experience. For example, do customers use a table when they’re looking for inspiration, a mobile whilst in-store and then purchase on a desktop device?'.

Day 6 - Christmas commerce fact for the 13th December:


According to research consumers are 62% more likely to do business with you after they've seen a positive review.
Source: Trustpilot


Managing Director, Rob Smith says, 'Reviews are an essential mechanic of modern retail shopping – expect their in-store to explode in the coming 12 months'.




Day 7 - Christmas commerce fact for 14th December:


40% of consumers say they love shopping for clothes
Source: Fashion Retail 2014

Head of Strategy, Jonathon Palmer says: Shopping as a pastime is nothing new and even reluctant shoppers want to enjoy the process of buying clothes as much as possible. Consider adding additional interactivity to your content wherever possible through simple devices like hotspots. This can help your content deliver the right blend of inspiration, information and support and ultimately help shoppers buy.


Day 8 - Christmas commerce fact for 15th December:


60% of women said the feature they most want (on a website) is clear sizing
Source: Drapers

Managing Director, Rob Smith says: Due to variations in making techniques and suppliers, it's rare that sizing is ever a known quantity, even within one retailer. Retailers need to work harder at this and also watch out for tools coming up that will crowd source whether popular garments come up big or small.



Day 9 - Christmas commerce fact for 16th December:


65% of consumers say that a poor online experience has a direct impact on their opinion of a brand.
Source: Radware

UX Director, Chris Jones comments: A common mistake that brands make is to believe that marketing and ecommerce channels are seen as being separate by customers. In reality, your customers don't differentiate between your website, TV ad, customer service etc – it all impacts equally on their experience and what they think of your brand. Your website is just as important as your in-store experience, for example.


Day 10 - Christmas commerce fact for 17th December:


50% of respondents say maintaining brand loyalty is their biggest challenge
Source: Fashion Retail 2014

Head of Strategy, Jonathan Palmer explains: Arguably it’s consumers’ preference for the simplest user experience that is driving online loyalty and not their affiliation to a particular brand. Take Amazon for example. It enjoys strong customer loyalty due to its one-click purchase and Prime’s free next day delivery, rather than any love of the Amazon brand itself. Buying online should be effortless and fun so keep it simple and you’ll become your customers preferred path to purchase.



Day 11 - Christmas commerce fact for 18th December:


79% of consumers have used click-and-collect in the past year
Source: econsultancy

UX Director, Chris Jones says: Click and collect has grown massively this year, offering customers the convenience of online ordering with the security and personal touch of picking up in-store. John Lewis are reporting a 49% increase in click and collect usage this year. It also has the additional benefits of increasing footfall in-store and gives retailers the opportunity to upsell complementary products once the customer arrives to pick up their order.



Day 12 - Christmas commerce fact for 19th December:


The abandonment rate for mobile shopping carts is 97% compared to 70-75% for desktop carts
Source: Radware

Managing Director, Rob Smith says: We'll see this change rapidly over the next few years as people become more comfortable with mobile shopping and retailers get better at producing mobile-optimised experiences.


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