News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Lack of product information turning online shoppers away
Digital media is transforming consumer expectations of product information, according to a new survey from GS1 UK, and many abandon a purchase when not enough information is provided.
The new research from GS1 UK, a UK-based not-for-profit organization committed to standardizing global location, transport and trading standards, reveals that 42% of 2,000 shoppers surveyed have abandoned an online purchase due to a lack of information provided.
"The benefits of product information standards for retailers, manufacturers and most importantly consumers, cannot be underestimated," says David Smith, solutions manager, digital at GS1 UK.
A quarter (24%) of shoppers said they don't trust product information provided online as much as they do that given in-store and 50% have abandoned an online purchase because they don't trust the retailer.
"In the online environment," said Smith, "missing key information used for product identification is the equivalent of being out-of-stock in a physical store."
In an effort to address the problem GS1 UK is working to develop global industry standards that can be implemented across all media channels including online, mobile and offline. Barcodes could provide the information shoppers demand and ensure seamless and consistent experiences across all channels.
"There's no doubt that the rapid pace of digital and social media will continue to transform the way consumers think, behave and interact with each other and with businesses," said Smith. "For the retail sector, the implications are huge. Brand leaders of tomorrow will need to provide a seamless, integrated and trusted purchasing experience across channels, or risk losing out to others that do."
Image via Shutterstock
- Top 3 tips for effective native ad campaigns
- Top 3 email tips for the 2014 holidays
- Study: 3/4 will use phones for holiday shopping
- Studies: Shoppers want connection
- Brands: What to prep now for Thanksgiving Weekend
- Would your website earn Google's mobile-friendly label?
- Third of UK online retailers are not ready for the Christmas rush
- Study: Consumers find driving need to be always on
Featured White Papers
- Definitive Guide to Marketing Metrics and Analytics
Download this 70-page, all-encompassing guide to learn the right metrics for understanding and interpreting marketing results, why measuring marketing programs...
- From Average to Elite: 7 Secrets of Today's Top Marketers
Marketing is more chaotic than ever. Pleasing multiple stakeholders, juggling random request inputs and collecting meaningful data from project teams...
- Marketing Attribution in the New World
We all know that consumers generally do not convert after seeing just one advertisement. How do we decide which campaign...