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BizReport : Ecommerce archives : June 06, 2012

comScore: Better online returns may improve satisfaction

When it comes to online shopping an easy buy process is mandatory, but of growing concern is the returns process. A new report out from comScore indicates a simpler return process could improve shopper satisfaction.

by Kristina Knight

Called the Online Shopping Customer Experience Study the report found 42% of shoppers have abandoned online shopping carts because of the timing of product delivery; about 40% say they expect 2-3 day shipping options and nearly half (48%) won't wait over 5 days for shipments to reach them.

"While free shipping has tended to dominate the discussion regarding what provides satisfaction to online shoppers, the study shows there are several other factors critical to a positive online shopping experience. Retailers need a holistic understanding of these drivers if they hope to stimulate sales while maintaining healthy margins in this competitive retail environment," said Susan Kleinman, comScore director.

"This is important intelligence that can be put to use immediately," said Alan Gershenhorn, UPS's chief sales and marketing officer. "Online retailers of any size can win more business during this year's holiday season if they prepare now to offer a better shopping experience. UPS recognized some time ago that online customers are expecting speed, convenience and flexibility after they click to buy."

Also high on shoppers' online shopping wish list were better tracking for packages, delivery scheduling and simpler returns processes. Shoppers said they would be more likely to recommend an e-tailer if these issues were addressed.

Tags: comScore, ecommerce, ecommerce trends, online returns, online shopping

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