We're still a bit Touchy-Feely when it comes to Online Shopping

Customer experience consultancy, Foviance, carried out a survey in the autumn of 2009 and found that 44% of people don’t buy online as they want to physically see the product. In addition, a further 18% cited the cost of delivery as a barrier to online shopping.

The study, carried out to gain insight into respondents buying habits and behaviours, found that while people continue to choose the online channel to purchase their items, they often abandon at the research or checkout stage due to uncertainty and an inability to interact with the product.

The full research report entitled “Allowing customers to self-serve cross-channel” found the retail sector missing out on significant opportunities to increase their sales with many browsers reluctant to begin a purchase due to lack of trust in the product or the brand.

Clare Mitchell Crow, Lead Consultant, Foviance said: “Customers are already using multiple channels as part of their purchase process. By enhancing the cross-channel customer experience retailers can diminish the impact of the main barriers to conversion.” The report concludes that there is a substantial opportunity for retailers to improve and differentiate.

Associated Link: Download the Research Report

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