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Omnichannel Ecommerce satisfaction drivers

Author's avatar By Expert commentator 04 Nov, 2013
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 New research on consumer feedback on buyer omnichannel fulfilment requirements

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Recommended link: Comscore and UPS's 2013 Pulse of the Online Shopper survey

ComScore was commissioned by UPS  to survey over 3,000 US consumers, to find out about their online shopping experience and the impact of the range of channels now available to the consumer. The research looks at the consumer journey from pre-purchase, to check out, delivery and post sales. It provides insight into how businesses need to adapt to consumers expectations of an integrated sales experience and the focus on the customer experience.

'Overall, satisfaction with online shopping is high at 83%. However, it drops below 50% when shoppers are asked about: flexibility to choose delivery date; ability to choose a specified time of day for delivery of purchase; flexibility to re-route packages; and a green shipping option'

Key highlights:

  • Online customer experience reduces when shoppers are affected by delivery options. 74% want a hassle-free experience when returning items.
  • Consumers are expecting a range of omnichannel options for purchasing and collection.
  • 88% abandoned their shopping cart as a result of delivery options and costs.
  • Retailers must consider the ‘Mobile  movement’.

You can access the Comscore and UPS full report to find out more.  Here are some highlights from the report about consumers expectations and how businesses can maintain the positive customer experience.

  • What do online buyers expect from retailers?

Respondents were asked how likely would you be to shop with a retailer if the following were made available to you?

As expected consumers buying online still expect the option to be able to collect their items or make their returns instore. Recent news of the supermarkets such as Asda have realised this, and this year launched their 'click and collect in-store', and shoppers can drive to a designated area and have their shopping loaded into their car.


  • What should retailers do to improve the consumer experience?

Shoppers were asked 'Thinking about these aspects of the online shopping experience, which of the following would you like to see improved by your favorite retailer?'

54% were expecting discounted or free delivery, but most importantly for it to be easy to exchange or return items and flexibility on dates.


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