Internet shoppers want more than the convenience of online shopping. They want customer service after the purchase, including easy return policies and fast delivery, according to a recent survey cited in an article on Marketwatch.com.
In the study, shoppers said they look at a retailer’s return policy before they buy. If shoppers see something they like, they buy six or seven items to consider, especially when shopping for clothes. Once they find what they like, they may return five of those items. This is why return policies are only going to become more important and will help set a retailer apart. In the same survey, nearly half of respondents said they would continue to shop at the same retailer if the return process was hassle-free, which retailers should seriously consider.
Shipping will also become more important as consumers want to order it today and get it tomorrow. For example, 42 percent of online shoppers abandon their shopping carts because of delivery time. Most will choose the least expensive shipping cost, but 48 percent of customers want their items delivered in five days.
As more and more people work longer hours, they’re looking for more convenient ways to shop. The right system can help retailers track customers and see their order history. Then companies can start to understand what their customers want and adjust their policies accordingly.
For example, a national shipping company developed a way for customers to select a time and place for delivered packages. The company’s chief sales and marketing officer said retailers could get more holiday shopping business if customers receive a great post-shopping experience well before the holiday season.
Source: MarketWatch, June 2012
