Latest e-commerce trade body research finds majority of consumers will purchase and return unsuitable products online and via their smartphones
Latest e-commerce trade body research finds majority of consumers will purchase and return unsuitable products online and via their smartphones
Nearly all (96%) of online consumers expect to make at least some of their Christmas purchases through retail websites, according to the latest eCustomerServiceIndex results from eDigitalResearch and online shopping trade body IMRG.
The survey of 2,000 consumers also found that around 26% (or every one in four) of these will do more Christmas shopping online this year compared to the year before, highlighting the importance for retailers to have a strong online presence and easy-to-use website.
Mobile shopping set to increase
The results also found that 41% of smartphone owners will consider making Christmas purchases from their mobile devices this year, a number which has risen almost 20% in just 12 months. Nearly two thirds (73%) of mobile shoppers also expect to make more Christmas purchases from their smartphone, signalling the potential increase to profits that mobile-enabled sites and transactional apps have to offer retailers this Christmas.
Nearly two thirds (71%) of tablet owners will also consider doing some of their Christmas shopping from their tablet device this year. Results show that tablet ownership now stands at around 21% of UK online consumers, following a big uptake since the introduction of new makes and models.
The study also revealed that around half (51%) of smartphone owners were already accessing the internet from their mobile while out shopping on the High Street, and half (50%) of these were taking the opportunity to visit retail websites while instore. However, an additional 29% said that they would use their mobile more while out shopping if free Wi-Fi was readily available.
Responding to consumer demand
Where some retailers may be daunted by customers actively using their smartphones instore, wary that it could lead to shoppers purchasing items at rival stores online, others, such as GAME, Marks & Spencer, Debenhams and John Lewis, are all offering their customers free Wi-Fi within their stores to help improve the overall multichannel customer experience.
Derek Eccleston, head of research at eDigitalResearch, explained: “These results demonstrate the need for retailers to provide shoppers with the ability to shop when, where and how they want. As online, mobile and tablet shopper numbers continue to rise, it is important for retailers to integrate technology into their high street presence."
Eccleston said that retailers will never be able to stop shoppers from using their smartphones while out shopping. "And while there will always be the threat of a customer choosing a cheaper, online competitor, by integrating this new technology into the High Street, retailers will be able to offer a more rounded customer experience, increase overall satisfaction and, quite possibly, keep shoppers in stores for longer," he added.
Adding virtual dimension to physical store
Andy Mulcahy, head of communications at IMRG, commented that mobiles have become an integral part of the engagement process between brands and consumers. "The roll-out of 4G is only going to increase the appeal and ease of accessing mobile internet on the move," he said.
"Any specific physical retail location is, in essence, also a virtual showroom for every competitor that retailer has through a mobile device. The key to success is in generating a complete understanding of the potential customer, focusing all effort on providing the kind of experience that convinces a consumer to select your brand over the competitors’ offerings."
