December 01 2006

Retailers missing a Christmas trick or 2 online

Online retailers are missing a trick by not highlighting to customers the last ordering date for purchases to be delivered in time for Christmas. The research by Global Reviews, a customer experience benchmarking company, also remarks on how e-retailers are not properly assisting customers who are looking for ideas and recommendations on what to buy as presents.

With Christmas day falling on a Monday this year, the last purchasing date is one area in which retailers can make a big difference to their online sales - especially if deliveries can be made on Saturday 23rd December. Is 6pm on Thursday 21st December going to be the cut off for most online retailers this year, with final deliveries being made on Friday the 22nd? Maybe everyone should take a lesson from the furniture retailers who have been advertising their cut-off point for Christmas deliveries since well before the Christmas decorations went up in the high street.

As every Christmas film shows, there is always someone trying to buy presents just as the shops close on Christmas Eve. Will the last minute rush be online on the Thursday or will Saturday and Sunday opening be the big advantage for bricks and mortar stores?

Global Reviews also looked at gift recommendations on 15 well-known retail sites. While 14 of the 15 sites provided some form of gift recommendation, only 3 of the 15 scored over 50% against the criteria measured. Amazon's gift finder scored the most, following by Argos, John Lewis and CD Wow.

Emma Herrod