Online shoppers want simple returns, fast delivery
RESTON, Va., and ATLANTA — A simple and convenient returns policy is an important factor in the decision to make a purchase online, a new study form comScore and UPS found. According to the Online Shopping Customer Experience Study, 63% of online shoppers look at a retailer’s return policy before making a purchase. Nearly half said they would shop more often and recommend a retailer with a lenient returns policy, indicating its value in driving customer loyalty. Hassle-free returns and exchanges rank above average in terms of importance for shoppers but rank low in terms of customer satisfaction, showing a significant area of opportunity for retailers.
Online shoppers were also concerned about the time it takes for the products to be delivered to their doorstep. At least 42% of online shoppers reported abandoning their shopping carts because of delivery timing estimates. While two-thirds of shoppers choose the most inexpensive shipping option, more than 40% expect to see the availability of two to three day delivery and nearly a third want the option to choose overnight shipping. The need for speed is also important, with 48% of online shoppers not willing to wait more than 5 days for packages to be delivered. A third of shoppers said they most often choose to pay a fee for faster delivery.
“The Online Shopping Customer Experience Study provides retailers with the insights needed to enhance the post-purchase online shopping experience, focusing on the factors which lead to customer loyalty and growth,” said Susan Kleinman, comScore director. “While free shipping has tended to dominate the discussion regarding what provides satisfaction to online shoppers, the study shows there are several other factors critical to a positive online shopping experience. Retailers need a holistic understanding of these drivers if they hope to stimulate sales while maintaining healthy margins in this competitive retail environment.”
The study is based on a February comScore survey of more than 3,100 U.S. online shoppers and an online focus group held in January. To download a copy of the report, please visit: www.comscore.com/OnlineShoppingExperience.
Online shoppers also said they value having tracking capabilities to know when their packages would arrive – 46 percent said receiving their orders when expected would lead them to recommend an online retailer. The ability to reroute a package and schedule a 2-hour delivery window is also important for shoppers in the delivery process.
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Additional Findings Presented at the 2012 Internet Retailer Conference and Exhibition
Susan Kleinman will present additional results at the 2012 IRCE in Chicago at the E-Commerce Technology Theater on Wednesday, June 6, 2012 at 4:30 p.m. For more information, please visit: http://irce.internetretailer.com/2012/exhibits/#/e-commerce-tech-theater.
About the Online Shopping Customer Experience Study
The Online Shopping Customer Experience Study, a report commissioned by UPS, evaluated consumer shopping habits from pre-purchase to post-delivery. The study is based on a comScore survey of more than 3,100 U.S. online shoppers. For additional information on the report, please contact Susan Kleinman at firstname.lastname@example.org.
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world. For more information, please visit www.comscore.com/companyinfo. Follow us on Twitter: twitter.com/comScore
UPS (NYSE:UPS)is a global leader in logistics, offering a broad range of solutions including transporting packages and freight; facilitating international trade, and deploying advanced technology to more efficiently manage the world of business. Headquartered in Atlanta, UPS serves more than 220 countries and territories worldwide. The company can be found on the Web at UPS.comand its corporate blog can be found at blog.ups.com. To get UPS news direct, visit pressroom.ups.com/RSS.