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Satisfied online shoppers are 62% more likely to buy again: study

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UK shoppers are 62% more likely to return to a retailer’s website if they are satisfied with its service online, and 42% more likely to buy from the retailer offline, a new study has found.

And, found the research from customer satisfaction measurement specialists ForeSee, this Christmas, UK, shoppers are slightly more satisfied overall with their online shopping experience. They report an overall level of satisfaction of 73, on a 100 point scale. That’s up by one point from 72 at the same time last year, and up by seven points since the first study in 2007.

Larry Freed, chief executive of ForeSee, said: “The Christmas shopping season is the most important time of the year in e-retail – especially this year during such a tumultuous economic period. The last few months of 2011 and early 2012 will most certainly may make or break many retailers. However, because such a large percentage of annual sales occur during this critical season, e-retailers have a unique opportunity to acquire new customers for years to come, strengthen relationships with existing ones and make a significant difference to their bottom line.”

Leading the company’s top 40 was Amazon.co.uk, which scored 85 and came ahead of Amazon.com, with 82. Play.com scored 80, tying for third place with JohnLewis.com, improved by two points on last year.

Most improved were TheTrainLine.com (five points up to 74) and Currys.com (four points up to 73), while the biggest fallers were CineworldCinemas.com (three points down to 72) and Lovefilm.com (four points down to 72).

There is a 21 point gap between the highest scoring retailer, Amazon.co.uk, with 85, and the lowest of the 40 that were surveyed – London2012.com, with 61.

The data comes from nearly 10,000 survey responses collected from shoppers visiting the UK’s top 40 online retail websites in November and December. It measured four factors: functionality, price, merchandise and content.

Freed added: “Our research shows just how important the impact of the online shopping channel is on overall business. One of the best ways to increase that impact is by improving customer satisfaction which results in increased sales, loyalty, and positive word-of-mouth recommendations.”

ForeSee’s top 12: Christmas 2011 customer satisfaction for online retailers

Amazon.co.uk 85

Amazon.com 82

Johnlewis.com 80

Play.com 80

Apple.com 78

Argos.co.uk 77

Marksandspencer.com 77

Hmv.com 75

Tesco.com 75

ASDA.co.uk 74

direct.ASDA.com 74

thetrainline.com 74

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