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BizReport : Ecommerce archives : October 02, 2014

Online and mobile shopping experience still failing to meet consumer expectations

Online and mobile shopping continues to fall short of consumer expectations, according to the latest shopper experience study from Cognizant, with mobiles being used more to research than shop and a reticence to share personal data via social media.

by Helen Leggatt

In their 5th Annual Shopper Experience Study, Cognizant found that just 45% of shoppers are satisfied with retailers' current mobile shopping offerings. While more than three-quarters (78%) of the survey respondents, from the U.S., U.K., Germany and China, said they conducted product research on a mobile device, only 52% had made a purchase via mobile.

cognizant 2.pngOf particular interest is consumers' dislike of retailers that use social media to influence purchases (79%) or use data from social networks to personalize experiences (83%).

Furthermore, 68% said they were not willing to share personal data from social networks, neither were they willing to share credit card numbers (69%), online browsing behavior (61%), household information (64%) or phone numbers (61%).

However, there is a solution. Retailers should focus on sources of information that shoppers are willing to share such as data through loyalty programmes (43%), personal shopping preferences (33%), and events such as birthdays and anniversaries (29%). Shoppers are even fairly willing to enable location-based services (22%).

The 20-page report (free download here) concludes that "what your customers want most of all from their retail experiences is what most of us want these days: excellent service, digital research (product information), integrated cross-channel experiences, rich loyalty programs, meaningful communication through preferred channels, and mobile coupons".

What they don't want, concludes the report, is "marketing and selling through social media, ability to "check in" when walking into a store, mobile ads, and the intrusive gathering of personal information without a seriously worth-it exchange of value".

Tags: ecommerce, mcommerce, mobile shopping, online shopping, personal data, social media

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