I appreciate being able to touch and feel a product before I buy it, so going shopping may be fantastic. But it can be difficult to navigate a crowded area, browse shops, and come out empty-handed. Even worse, after finally making a purchase, you discover it is less expensive in the shop next door. And let’s not even speak about how much money you could have saved by purchasing it online!
Shopping online is quick and easy. To discover the ideal item at the best price, you can concurrently shop at a variety of stores throughout the globe. Best of all, the item is occasionally delivered for no additional cost; say goodbye to lugging bulky bags about town!
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It’s a terrific moment to be an online retailer right now. By 2022, eCommerce is expected to account for 17% of all US retail sales, up from the estimated 12.9% in 2017. This indicates a tremendous chance for growth!
However, there might be fierce rivalry for internet clients. Although estimates vary greatly, Pipecandy calculates that there are around 1.3 million eCommerce businesses in the US alone. And you’re up against more than just little specialised businesses; by 2021, Amazon is expected to control 50% of all US online sales.
What makes you unique, then? What can you do to entice and keep clients online?
Customers are becoming more and more dissatisfied with the online shopping experience, thus making it fantastic is essential.
47% of consumers reported problems with their online purchasing during the 2016 holiday shopping season, up from the previous year, according to a 12-market global poll. If they had a bad experience, nearly 80% of UK customers would switch online merchants.
Here are some takeaways from some of my positive, negative, and nasty internet purchasing experiences for retailers.
First encounter: inconsistent descriptions of products at Premium Foods
To find that one thing you’ve been hunting for forever, online shopping is fantastic. However, mismatched product descriptions and photos can let you down.
I had a very specific item in mind this year for my boyfriend’s Christmas present. I wanted to amaze him by obtaining the precise item he wanted because he had been talking about it for a year.
I knew the store that would carry the precise make and model he was looking for because I had a photo of it. In order to avoid wasting a lot of time travelling from store to store without a guarantee of finding it, I went online to find it two weeks before Christmas.
I spent some time looking before I discovered something that was comparable to what I was looking for. The issue was that the labelling was incorrect: not only did the product image and description not match, but neither did the headline description.
But I decided to take a chance and order it.
Sadly, the issues persisted even after I had placed the order. I didn’t get any updates on the shipping order, so I had no idea whether it would come in two days or two weeks. Not least of all since it was a Christmas present and I wasn’t sure if it would arrive on time, it was quite aggravating! A tracking number was present, but it led elsewhere.
The entire experience totally let me down. According to statistics, customers like websites with improved delivery alternatives and stop doing business with a shop when their delivery expectations are not satisfied.
LESSON: Always update customers on your order status! Why? Because it will save you time from having to respond to dozens or even hundreds of emails from clients asking about the status of their packages!
When the item finally arrived, it wasn’t what I had anticipated. The title on the product page did not match the label on the container. As a consumer, I was really irritated by this.
What choices did I have? Should I accept what has happened and give my boyfriend the item even if it is not what he wanted, or should I accept it and write my boyfriend to seek a refund and explain why I do not have a Christmas gift for him this year?
Lesson: Consistency in titles, descriptions, and visuals. A customer might not buy from you if they are perplexed by what you are selling. Those who do purchase the goods won’t patronise your store again if it differs from what they anticipated. You lose money either way.
Two: False information at Camilla
I made some purchases from Camilla’s online store on Cyber Monday. However, after creating an account, my password was visible in the confirmation email.
When I emailed customer service, they informed me that the password was produced automatically. However, it wasn’t. I used that password on a number of different websites. I had to reset the passwords for all of my internet accounts since some people had access to my email and I needed to protect myself from hackers.
According to 63% of consumers in the KPMG International poll, maintaining the privacy of their data and information is essential to gaining their trust.
LESSON: Modify this rule! This is how hacking works!
One of the items I ordered was defective when it arrived, and the other was too big. I was able to get a refund for my store purchases, according to the website’s return policy. I was told at the store that I could return the item but that my money would not be refunded.
You ought should be omnichannel because it is 2017 now. I should be able to return an item however works best for me, whether it be in-person or by mail utilising a return package label.
One of the main advantages for online buyers, according to a KPMG International poll, is easy return policies.
I was able to obtain a refund for the defective item after some haggling—which I shouldn’t have had to go through—but not for the piece that didn’t fit. I received a credit note instead. They provided the justification that they were unable to issue a refund because it was on sale prior to Cyber Monday. On their website, it was however mentioned that “Cyber Monday is not considered a sale but rather an event so you can return your items.”
There was no notice of the return policy’s exclusion of items that had previously been on sale. In any case, how was I expected to be informed that it was available earlier? There was nothing to report.
What was the worst part of the whole ordeal? The credit note is not redeemable in-store, only for their online store.
LECTURE: Be honest with your clients or you run the danger of confusing, irate, and ultimately losing them.
Three: a positive client encounter at The Iconic
On The Iconic, I made a Christmas gift purchase. Overall, I was pleased with the transaction; it was simple to do, and they assured me that the item will arrive the next day.
I wasn’t annoyed when it took a day longer to arrive. Why? because they kept me informed at every stage of the shipment procedure. I was able to follow its exact location and knew when it was transported and packaged. And the best part: delivery was free!
Although I am aware that they have a larger marketing budget than smaller internet merchants, being transparent with your customers doesn’t cost anything.
LESSON: Informing clients will keep them satisfied.
Finding the proper formula
Because it is convenient, people prefer to shop online; if you make it challenging, they will choose another place to spend their money. A quick and easy approach to provide your customers a wonderful online shopping experience and keep them coming back to your store is to keep them informed and up to date.