According to a new study done by Zoomerang, an increasing number of online consumers say that a bad online shopping experience at a multi-channel merchant makes it less likely that they’ll shop the same retailers’ stores.
The study, titled “2006 Holiday Shopping: Online Customer Experience Survey,” claims that 41% of online holiday season shoppers, up from 28% a year earlier, said “yes” to the question: “When you have a frustrating shopping experience online, does it make you less likely to shop at that retailer’s physical store (if they have one)?”
The study adds that 59% of respondents, up from 55% a year earlier, said a frustrating online shopping experience negatively impacts their overall opinion of the retailer or brand. In addition, 82%, the same percentage as a year earlier, said that a frustrating shopping experience online makes it less likely they’ll return to the same Web site.
Zoomerang sent out the e-mail survey to 638 consumers last month and recently posted the results. The study also noted that consumers are more likely to buy from sites that offer interactive features. Just over 74% of respondents said that pop-up details as a feature would make them “more likely” to buy, while 70% claimed an easy add-to-cart feature was a hot button. Better imagery and more product detail also scored high for online shoppers as 68% noted they find this an attractive site feature.
