Online retailers only think they know what we want
I shop (and browse) online a lot, as you would imagine. I have my favorite online stores – they’re my “go tos” for things I like and need. Many of these online retailers have a ton of bells and whistles, tools supposedly designed to make my shopping experience more enjoyable. But do they?
An interesting study shows that retailers like their shopping tools more than we do, and undervalue the things we really like and use.
A story on InternetRetailer.com called Are You Listening? summarizes the results of a survey including 2,472 online shoppers, around 2,000 of whom had made 2 to ten online purchases within the previous 6 months.
Retailers valued their shopping tools much higher than the survey participants:
“What’s New” – Retailers, 73% vs. Consumers, 51%
“Top Sellers” – Retailers, 74% vs. Consumers, 39%
“Gift Suggestions” – Retailers 63% vs. Consumers, 35%
Retailers are off base on the value of product comparison, and customer reviews, too:
“Product Comparison” – Retailers, 33% vs. Consumers, 64%
“Consumer Reviews” – Retailers, 39% vs. Consumers, 60%
The one area consumers and retailers agree on is free shipping.
“Free Shipping” – Retailers, 76% vs. Consumers, 89%
What is causing this disparity? Essentially it is the belief of retailers that they can translate a traditional shopping experience into an online one. Wrong-o. Traditional tactics just do not work. We want content. Online merchants need to understand that the Internet has given consumers like us the ability to gather a ton of information on the products we’re looking for, and if they aren’t providing us with the quality or quantity of information we need to make that decision – boom, we’re gone.
To give an example. One of my favorite online retailers is Zappos. I think it is one of (if not the) best shoe stores on the Internet. It’s not the most “attractive” online storefront, but I am given multiple ways to search for shoes or handbags, by price, size, style and even color. They offer me a good amount of information on the shoes I like, including customer reviews that give me a good idea of how the shoes will fit. This is like a virtual fitting room, which I appreciate. I almost want to know how the shoes will feel on my feet before they arrive at my door. “My favorites” allows me to save styles I like and then look at them together, giving me a side-by-side comparision. This has worked for me. Now, don’t get me wrong, there are things about the functionality of their site that I am not in love with, but my opinion is that they are about 90% there. They seem to understand what the consumer wants and they give it to them, including free shipping both ways.
Ultimately I think online merchants need to ask themselves if they really know their customers, or if they just think they do. Making changes to the function of their sites may cost them, but not focusing on what their customers want could cost them even more.
Online Retailers, Shopping Survey, Zappos
Leave a Reply