June 13, 2003, 12:00 AM

Shoppers look for deals online, but usability determines where they buy

Given a good online experience, 29% of online shoppers are site-loyal, a Jupiter survey finds.

Kurt Peters

Executive Editor

 

Shoppers go online for deals, but usability is the most important factor when they decide which sites to purchase from, according to Jupiter Research Inc.’s new Retail Consumer Survey.

“Certain buyers exhibit positive `retainability` traits. Retailers who can find these customers and offer good (if not necessarily the best) prices, an easy-to-use web site experience and great customer service will have the opportunity to profitably retain them,” says Jupiter analyst Robert Leathern. In fact, so long as the merchant provides a good online experience, 29% of online consumers are inclined toward merchant loyalty as well as being relative high spenders, Jupiter found.

In other findings, 33% of buyers reported making unplanned purchases when offered a special deal or promotion online. To capture impulse purchases, retailers will need to continue to make special offers to influence purchases for the foreseeable future, according to Jupiter.

44% of online shoppers reported reducing purchases at certain sites, while 36% have stopped buying at certain sites where they have been required to register. Discounted shipping and handling remains consumers` favorite online promotion, Jupiter’s survey reports.

 

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