What do online shoppers want
What online shoppers want
Now online retailers could actually sit back and relax: 87 percent of customers in Germany are satisfied with their online shopping; only 4 percent complain. This is the result of a current study by the digital agency Arithnea and the market research institute Splendid Research. But despite the high level of satisfaction, the study still reveals a lot of potential for improvement and trends for the future.Share this article
Above all, there is a need for improvement at the check-out: the customer has searched, the customer has found - and yet he ends the digital shopping trip without actually buying the items in the shopping cart.The study reveals that the most common reason for this is high shipping costs (68 percent), followed by inadequate payment methods (53 percent). This is especially true for the older target group. “Buyers are bothered by everything that is costly and takes too long - such as creating a customer account - or anything that drives the price,” summarizes Boris Bohn, Managing directors at Arithnea. The study also identified "mandatory customer accounts" (37 percent) as well as poor return processes (32 percent) and non-transparent product information (31 percent) as important consumer killers.
Where target groups hang around
Where are my potential customers? The drifters' map known from "Harry Potter" could easily provide information about this. The magic document shows all movement patterns of the people on the school premises. Today, the data experts who link mobile, online and offline data work according to a similar principle in order to address potential customers for the online shop precisely on the medium through which they can be reached at the moment. Read more
If customers have to reveal too much about themselves, this is a reason for more than one in three (39 percent) to stop, says the Arithnea study. Episerver also confirms that their privacy is important to buyers: Although 88 percent of German online customers say that, compared to 2018, they prefer brands and retailers who offer personalized experiences online, 93 percent still give priority to companies that do respect their anonymity online.
After buying is before buying
Touching means wanting to have
The article will appear first on Horizont.net.
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