The U.S. online shopping world's biggest day is here, but will strong web sales on Black Friday and Thanksgiving cut into Cyber Monday's take?
An increasing number of online consumers say that a bad online shopping experience at a multi-channel merchant makes it less likely that they’ll shop the same retailer’s stores, according to a new holiday season 2006 study sponsored by Allurent.
An increasing number of online consumers say that a bad online shopping experience at a multi-channel merchant makes it less likely that they’ll shop the same retailer’s stores, according to a new study of holiday season 2006 online shoppers conducted last month by Zoomerang and sponsored by Allurent Inc.
In the study, “2006 Holiday Shopping: Online Customer Experience Survey,” 41% of online holiday season shoppers, up from 28% a year earlier, said yes to the question: “When you have a frustrating shopping experience online, does it make you less likely to shop at that retailer’s physical store (if they have one)?”
59% of survey respondents, up from 55% a year earlier, said a frustrating online shopping experience negatively impacts their overall opinion of the retailer or brand. In addition, 82%, the same percentage as a year earlier, said that a frustrating shopping experience online makes it less likely they’ll return to the same web site.
The study is based on data from 638 consumers who received an e-mailed survey form last month from Zoomerang, a provider of online survey services. Allurent is a provider of technology for designing web sites and managing interactive web content.
Although the study doesn’t define a “frustrating shopping experience online,” it also notes that consumers are more likely to buy from retail web sites that offer interactive features. 74% of respondents cited pop-up details as a feature that would make them more likely to buy; 70% cited an easy add-to-cart feature; 68% cited better imagery/more product detail; 64% cited pageless checkout; and 47% cited mix-and-match/product comparison.
The study also notes some positive trends overall among online shoppers. 53% of respondents said they purchased more gifts online in 2006 than in 2005, and 66% said they plan to shop more online during the 2007 holiday season because of their 2006 shopping experience.