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IRUK Top500 The Customer Report: 2018

IRUK Top500 The Customer Report: 2018

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M-commerce leads to consumers juggling ecommerce with the mundane – a challenge for 'experience' focussed retailers

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With mobile usage higher than ever, today’s consumers are constantly juggling their ecommerce experience with other mundane activities – presenting a new challenge for retailers looking to offer a distraction-free shopping experience, finds a new study.

 

More than a half of US consumers surveyed by Namogoo conduct their shopping while simultaneously performing other tasks, with 44% reporting they use a smartphone as a device of their choice to perform shopping-on-a-go.

 

The survey, which questioned more than 1,300 US online shoppers, also looked into the consumers shopping habits, what online and offline distractions are competing for their attention, as well as what factors most influence them to embrace or abandon their shopping experience.

 

The majority (90%) of the respondents say that prices and fees are the most critical criteria impacting their purchasing choices, with 77% of that cohort cite that shipping and other extra costs are the main factors they would abandon a shopping cart.

Price and shipping costs are top conversion deal breakers
Price and shipping costs are top conversion deal breakers

 

The picture is different when it comes to mobile and desktop shoppers. For mobile (63%) and desktop (53%) shoppers, having to enter the same information twice was the top reason chosen as the most frustrating part of the checkout process.

 

The report goes on to reveal that unauthorised injected ads can downgrade retailers reputation. In fact, 78% of US consumers interviewed state that being exposed to unapproved ads while shopping on an ecommerce site view that retailer in a negative light, with 62% reporting that they feel these ads reinforce that the customer experience is not a priority for the retailer.

 

Unauthorised ads can also serve as a significant hurdle for retailers sales conversion. Some 55% of the survey participants state they are likely to click on ads appearing on retailers sites that offer the same product they’re looking for at for a lower price, with 80% of consumers who wind up purchasing elsewhere are inclined to shop again from the site that lured them away.

 

"While retailers can’t control the ofine issues, they can control the online experience. Competing successfully in such a landscape demands that organizations adopt a customercentric approach, and stay ahead of the technological curve by implementing proven methods that make every touchpoint of their customers’ experience seamless," says Ohad Hagai the senior vice president marketing at Namogoo.

 

Hagai continues: "It also requires protecting all that they invest into these optimization efforts — and ensuring their designed customer experience is delivered to customers free of distraction. This survey also give us visibility for the frst time into the impact of Online Journey Hijacking on brand equity and the customer experience through their eyes."

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