inriver flags online behaviours and preferences as Golden Quarter looms large

New inriver research finds that online shoppers value sustainability and browsing over brand loyalty.

The company surveyed 6,000 consumers across the US, UK and Germany.

Just 18% thought it wasn’t important for a brand to showcase their sustainability or eco-practice product information online.

Combined with accurate product descriptions and product availability surpassing any notion of brand loyalty, the research explores the essential elements retailers and product manufacturers should consider leading up to the Golden Quarter and holiday shopping season.

With rising living costs and continued supply chain issues, research is king during the purchasing process with many consumers looking to compare and shop in more than one place to find the best deals.

The report found even if a website provides all the production information, 83% said they will look elsewhere.

What’s more, brands need to get it right the first time to increase their chances of making a sale. 69% of respondents will not buy a product if the product description is poor.

On top of that, inaccurate online product descriptions left 47% of respondents feeling frustrated and even 36% feeling angry with 86% admitting to taking their business elsewhere.

The need for "now" overtakes brand loyalty almost every time, with 62% saying they would switch to a competitive product if their first choice was out of stock, with only 12% saying they would be unlikely to switch.

Despite this need for immediate access to products whenever they want them, the research suggests the reasons behind having to return products could also impact trust and confidence.

The most common reasons for returns for those surveyed was the product not being as described (32%), followed by a poor fit (21%) or it being the wrong item (12%).

At a time when online experience is critical to the purchasing decision, complete and accurate product information is the first opportunity to make a good impression. In fact, 81% agree product information was either an essential or very important factor when deciding to buy.

And written descriptions are still seen as the most important detail (39%), ranking above images (25%), customer reviews and ratings (18%), and video (12%).

“Brands are bracing themselves for the most unpredictable Golden Quarter and holiday shopping season yet. Issues surrounding health, supply chain disruption, and rising living costs are impacting consumer trends like never before,” says Niels Stenfeldt, CEO at inriver.

“Our report highlights the need for brands to build a digital shelf customers can rely on. This is true across all sectors, with even B2B industries like manufacturing seeing buyer behaviour that now reflects B2C trends.”

“For companies looking to exploit these behaviours, the importance of better product data has never been clearer. Not only to drive revenue and customer experience but to also create the product stories that truly matter.”

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