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Allurent's report - online customer experience survey
25 Feb '08
4 min read
Customer Service Features are Valued, Especially Among Female Shoppers:
When asked to rate customer service features that are most important to them when buying online, 74% of consumers rated a perpetual shopping cart as an important feature (ranking it a 4 or 5 on a scale of 1-5), and 70% rated one-page checkout as an important feature, rather than having to click through multiple checkout pages.
These two features were rated above other options such as access to a toll-free telephone number, available live help, and accessible contact information. When results are segmented by gender, more women than men found customer service features to be of high importance.
Interest in Desktop Shopping is Strong:
More than half (53%) of consumers surveyed expressed interest in virtual catalogs and circulars that can be downloaded directly to their desktops, so retailers could update information on new merchandise and special offers.
2008 Online Holiday Spending Outlook:
Consistent with the past two holiday surveys, consumers reported that they purchased more holiday gifts online this year than they have in the past. And based on their online shopping experience this year, 67% plan to shop online more during the 2008 holiday season.
The 2007 Holiday Shopping: Online Customer Experience Survey is a national survey designed to provide insight into the online customer experience and how that experience affects brands. The survey was conducted in January 2008 via Zoomerang, an online survey services provider, and is based on 721 respondents (46% male, 54% female). The survey is sponsored by Cambridge, Mass.-based Allurent.
When asked to rate customer service features that are most important to them when buying online, 74% of consumers rated a perpetual shopping cart as an important feature (ranking it a 4 or 5 on a scale of 1-5), and 70% rated one-page checkout as an important feature, rather than having to click through multiple checkout pages.
These two features were rated above other options such as access to a toll-free telephone number, available live help, and accessible contact information. When results are segmented by gender, more women than men found customer service features to be of high importance.
Interest in Desktop Shopping is Strong:
More than half (53%) of consumers surveyed expressed interest in virtual catalogs and circulars that can be downloaded directly to their desktops, so retailers could update information on new merchandise and special offers.
2008 Online Holiday Spending Outlook:
Consistent with the past two holiday surveys, consumers reported that they purchased more holiday gifts online this year than they have in the past. And based on their online shopping experience this year, 67% plan to shop online more during the 2008 holiday season.
The 2007 Holiday Shopping: Online Customer Experience Survey is a national survey designed to provide insight into the online customer experience and how that experience affects brands. The survey was conducted in January 2008 via Zoomerang, an online survey services provider, and is based on 721 respondents (46% male, 54% female). The survey is sponsored by Cambridge, Mass.-based Allurent.
Allurent Inc
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