Retailers must tackle product information problem, inRiver
Retail products ordered online rarely meet consumers’ expectations upon arrival, according to new research from inRiver.
The company surveyed 6,088 shoppers from the UK, Germany, Sweden, Denmark, the Netherlands and Belgium and found that 22% feel let down when they order products online, double the amount of people who are always satisfied. Of the aforementioned 22%, 48% will usually or always return items.
“Having to process returns because an item doesn’t match the customer’s expectations is creating a huge financial impact on e-commerce businesses. The last week before Christmas is the most crucial time to get this right. If a product arrives and it’s not what the customer expected there’s no time to order a new gift online so the negative impact on the customer relationship is even greater than at other times of the year," says Steve Gershik, CMO at inRiver.
“With the last chance to order items for first class Royal Mail delivery falling on 20th December and Amazon standard delivery being 21st December, the only alternative is for customers to opt for more expensive delivery services like same day, rush to the High Street or give a present they’re not happy with. None of these scenarios will make a consumer feel positive towards the retailer who has let them down in the first place.”