Staying one step ahead of savvy online shoppers
The pace of change in retail is staggering, especially online retail and its intersection with the in-store experience. As the latest online shopping research from UPS suggests, winning more sales means a better understanding of – and catering to – today’s empowered and connected online shoppers. Here are some key takeaways from the 2015 UPS Pulse of the Online Shopper™ study, conducted by comScore.
They look for the best prices and values
Thanks to the web, it has brought out the deal seeker in all of us. Shoppers go to great lengths to save money, 50 percent of the 5,100 shoppers surveyed say mobile coupons are an important feature of a mobile app and 38 percent of smartphones users are redeeming coupons on their device. They are spending time comparing prices, 29 percent compare prices online or in a physical store using a smartphone, are choosing less expensive store-based delivery options and taking advantage of coupons through every available means and channel, 47% of Facebook users are likely to view a promotional post by a retailer, and 53% of shoppers are likely to take advantage of a discount through an email.
Free shipping can drive sales
Who doesn’t love free shipping? Shoppers will go to varying degrees to secure free shipping, such as adding items to carts with the intention to keep them (52%), or searching for an online coupon. And 45 percent have abandoned a cart when they don’t qualify for free shipping.
Online shoppers no longer follow a single path to purchase; they want convenience and flexibility. For example, some 39 percent who purchased online after researching in store wanted to touch and feel the product before purchasing.
They want ship-to-store or pickup in store
Thirty-eight percent of online shoppers choose ship-to-store or pickup-in-store to save on shipping costs. Nearly half of those who have chosen a ship-to-store option have bought something else during their visit.
New technologies on the rise
It’s no surprise that more and more purchases are being made on a smartphone and tablets. Roughly 74 percent of shoppers use smartphones, 56 percent use tablets, and 13 percent use wearable technologies like a smartwatch. Making an online shopping experience that is compatible with the latest technology is essential.
Driving e-commerce sales takes more than a great idea in this age of ever-changing technology and behavior. As the study results suggest it takes superior customer service and a deep understanding of the behavior of your customers.
For complete details of the online shopping survey, download your own copy of the study.