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BizReport : Ecommerce archives : July 22, 2013

comScore: Choice as important as convenience for shoppers

Don't think another coupon is going to push more shoppers through your e-storefront. According to new data out from comScore today's online shoppers are more interested in choices when surfing for new goods.

by Kristina Knight

The UPS Pulse of the Online Shopper: A Customer Experience Study surveyed 3,000 shoppers to find what they wanted from an etailer; they also analyzed both social, mobile and online behaviors to come to their results. According to the study:

• 44% say they want to buy online - but pick-up in store
• 62% want to buy online but be able to make returns at a physical store
• 47% said they want mobile coupons for local/nearby stores

"Consumers have a growing number of digital touch points, with more ways to stay connected with their favorite online retailers through every phase of the shopping, buying and fulfillment process," said Susan Engleson, comScore senior director. "What will set apart one retailer from another in a competitive marketplace is how well they meet the rapidly evolving needs and expectations of customers."

Probably not all that surprising - most online shoppers (84%) use social media and 60% 'like' brands on social networks to get promotions or other incentives.

As for the actual shopping experience, while most shoppers said they want additional shipping options, most (78%) admit they usually choose the least expensive shipping option, and many will add items to their cart to get to the free shipping option. Nearly all online shoppers (97%) say they track online shipments. Other interesting findings include:

• 44% say they 'are satisfied' with their ability to reroute packages
• 63% review return policies prior to purchasing
• 82% say they'll complete purchases if returns-to-store are an option or if the retailer offers free return shipping

"As consumers move more of their shopping online and gain exposure to a variety of purchasing experiences, their expectations for retailers continues to grow," said Alan Gershenhorn, UPS's chief sales and marketing officer. "Now consumers can shop from anywhere, at any time and are looking for online retailers to have an integrated and robust set of options as the customer experience no longer ends at checkout. Whether large or small, UPS helps retailers develop innovative consumer-driven global supply chain management strategies."

Image via Shutterstock

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

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