March 25 2008
E-retail customer satisfaction remains high
The IMRG (Interactive Media in Retail Group), latest E-customer Service (e-CSI) Index, for the Christmas period shows the potential for strong growth in 2008 and increased numbers of consumers using the internet for product and pricing research.
The latest e-CSI benchmark of e-retail customer satisfaction – a joint venture with IMRG, eDigitalResearch and Maximiles-operated ipoints.co.uk – for the last quarter of 2007 reveals that overall customer e-retail satisfaction remains high, and more shoppers are using the internet for research purposes before going in-store to purchase.
In fact, there were high levels of e-customer satisfaction across most aspects of e-retailing, with only fraction of percentage point variations since October’s research. So in January, as in October, 80% of e-customers were pleased with the navigation/usability of retailers websites, 76% liked the product information available, 76% were happy with the ability to find help on e-retailers websites and 73% with response to their queries over the phone or via e-mail from e-retailers.
There were small drops in satisfaction concerning web security from 76% in October to 74% in January, those happy with the range of goods and services available online fell from 84% in October to 83% in January, those pleased with prices online dropped from 79% in October to 78% in January, and satisfaction in e-retailer delivery fell from 80% in October to 79% in January.
Robert Barker, Chief Operating Officer at Maximiles, comments, "Overall customer satisfaction with shopping online remains strong. The recent negative publicity on consumer data security, due in part to the likes of the HMRC data loss, has no doubt played a role in increased e-customer concerns over online security. Also, expectations on some e-retailers around meeting the delivery target for Christmas, at what is a very busy time of year, have probably played a role in a tiny drop in the satisfaction rating for delivery.
“Whilst the small falls demonstrate that there are still improvements to be made by e-retailers, the industry is starting to reach a level of maturity that makes it perfectly poised for continued growth in 2008.”
The e-CSI Index also revealed that the numbers of consumers researching products and prices online prior to purchase in-store is increasing. In January, out of a maximum score of ten (with ten being ‘always using the internet prior to purchase’ and one ‘never’) those purchasing books, CDs, music, games, videos/DVDs and software registered an average of 7.60 up from 7.39 in October and gifts registered an average of 6.65 up from 6.43 in October.
In fact, the numbers of consumers undertaking research online before purchasing in-store increased across all retail sectors apart from home and consumer electronics which experienced a tiny fall from 7.27 in September to 7.26 in January, and travel (flights, holiday) and tickets (cinema, events) which fell from 7.59 to 7.52.
James Roper, CEO at IMRG, says, “It’s very encouraging to see that an increasing number of shoppers are using the internet to research products and costs between retailers across all retail sectors before they go in-store. This has no doubt been aided by consumers looking to make best use of their time when selecting Christmas presents and by the increasing popularity of price comparison websites.
“Overall, the high e-customer satisfaction levels during what is the busiest time of the year for e-retailers – the festive season – positions the e-retail industry in a strong position for further growth in 2008.”
