Retailers Must Address Buyers’ Complex Path to Purchase
RESTON, Va., and ATLANTA, GA, June 11, 2014 — Online shoppers want retailers to make it easier to purchase their goods and services. Consumers also want websites and stores to work better together. For now, they also prefer to evaluate and purchase products from their desktops rather than their mobile devices, and when it comes to shipping and returns “free” is a driving factor to complete the sale.
Today, Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, and UPS (NYSE: UPS), a global leader in logistics and transportation services, released these and other findings in the 3rd annual UPS Pulse of the Online Shopper™ Study.
Earlier this year, Comscore asked 5,800 consumers about their online shopping experiences. Respondents said they want more options in searching for items, checking out, enhanced security and alternate delivery locations. To see the complete study, graphics and animated video, please click here.
Mobile experience is lackingWhile smartphones play a big role in the online experience, user interfaces have some catching up to do to win over consumers. Online shoppers who use multiple devices said they would prefer to shop on a desktop computer over mobile because larger and clearer images help them comparison shop. Therefore, it’s no surprise that when shopping on mobile devices, 41% of respondents said they prefer a retailer’s full website vs. a mobile website (34%) or mobile app (25%).
Social media influences salesWhile retailers have had a hard time connecting social media to sales, the study clearly shows that it does have an impact as one-third of all shoppers and one-half of Millennials said purchase decisions are influenced by social media. Consumers also are likely to share their opinions on product and brands on social media. Satisfied shoppers who share their thoughts via social media are most likely to post on Facebook (86%) followed by Twitter (34%), Google + (23%), Pinterest (21%), and Instagram (19%).
Omnichannel drives brand loyaltyThe demand for cross-channel convenience is becoming more prevalent for the savvy shopper. In fact, 40% of purchases are made crossing channels, whether searching in store and purchasing online or vice versa. “The retailers who embrace the various channels and options that customers favor will deliver a positive customer experience and ultimately drive sales and brand loyalty,” said Susan Engleson, senior director at Comscore.
Delivery costs and free shipping trump faster deliveryFree shipping continues to drive purchasing decisions — 58% have added items to their shopping carts to qualify for free shipping and 83% are willing to wait an additional two days for delivery if shipping is free. More than one-half of online shoppers said they want to see the total purchase cost early in the checkout process, and the majority prefer seeing the expected arrival date rather than the number of days it will take for the product to arrive.
While consumers prefer most of their packages (74%) delivered to their home, there is a growing trend for alternate delivery options. Only about 43% of shoppers in the survey were satisfied with the flexibility of changing delivery days or rerouting packages. “Consumers demand more from their package delivery experience, and today’s online shopper expects us to respond by creating solutions convenient for them. This is why we’ve created UPS My Choice® and the UPS Access Point™ Network,” said Derrick Johnson, UPS vice president, global segments.
Return policies affect purchase decisionsConsumers now expect free returns with 82% respondents saying they would complete the purchase if they could return the item to a store or have free return shipping, and 66% said they view a retailer’s returns policy before making a purchase. The majority of shoppers want retailers to make it easy for them to return a purchase by including a label in the box.
About UPS Pulse of the Online ShopperThe study is based on a survey administered by Comscore of more than 5,800 U.S. online shoppers and evaluates their habits from pre-purchase to post-delivery. The study goes beyond other retail industry studies to give a 360° perspective into consumer shopping and discovers today’s flex shopper is all about convenience.
For more information, please contact Susan Engleson at firstname.lastname@example.org.
About ComscoreComscore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behavior that enable clients to maximize the value of their digital investments. For more information, please visit www.comscore.com/companyinfo.
About UPSUPS (NYSE:UPS) is a global leader in logistics, offering a broad range of solutions including transporting packages and freight; facilitating international trade, and deploying advanced technology to more efficiently manage the world of business. Headquartered in Atlanta, UPS serves more than 220 countries and territories worldwide. The company can be found on the web at UPS.com and its corporate blog can be found at blog.ups.com. To get UPS news direct, visit pressroom.ups.com/RSS.
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