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BizReport : Ecommerce : January 20, 2011

Survey: Brands could use refresher on Customer Experience

Over the past year, brands have gone to thinking about customer service to thinking about customer experience. Things like how a website works (or doesn't), how simple it is to search a website (or not) or whether a consumer completes a purchase or leaves the site have taken precedence and for good reason. But, according to a recent holiday shopping survey, some etailers need a refresher on the customer experience.

by Kristina Knight

baynote.jpgThe survey, from Baynote, found that most consumers were influenced to purchase by an etailers email or on-site promotions and that more than half of online shoppers think website navigation is too difficult. According to the survey 57% of consumers believe website navigation is too difficult and 54% believe on-site search options need improvement.

For those reasons, online retailers were given a 'B' grade for the 2010 holiday season.

"The results from the Baynote Holiday Online Experience Survey indicate that while consumers had a satisfactory online experience this season overall, in very few areas did retailers exceed customer expectations, with site search and navigation being called out as the top areas for improvement," said Carlos Carvajal, VP of marketing at Baynote. "Also interesting are the study's findings around mobile and social commerce, which indicate that consumer behavior still lags retailer's investments in these areas. Next year we expect to see many more consumers using these channels as part of their holiday shopping experience."

Other interesting findings include:

• 84% of respondents are 'hesitant or unwilling' to share personal information even if that means a more personalized experience
• 58% of respondents recalled retargeted ads
• 54% believe retargeted ads are an 'invasion of privacy'
• 48% report retargeting ads 'turns them off' retailers

Researchers surveyed more than 500 US consumers over a three week period during the 2010 holiday season to reach their results.

Tags: Baynote Holiday Online Experience Survey, ecommerce, ecommerce experience, online shopping

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