Tue Oct 16

Changes retailers must make to attract more online shoppers

Written by Suka Junin

Research reveals the changes retailers need to make to attract more online shoppers

3 in 4 (74%) shoppers need free returns to incentivise them to do all their shopping online
65% want to be able to return or swap sale and faulty items
57% require better sizing guides and clearer images online
Only 6% believe nothing needs to change in the online retail experience

As Australian retailers continue to expand and improve their e-commerce service offerings, Aussies are becoming more confident in online shopping. However, new research reveals further major improvements need to be made before consumers make the switch to shopping exclusively online.

Leading parcel delivery service CouriersPlease (CP) commissioned a survey of an independent, nationally representative panel of 1021 Australians who shopped at least three times in the last six months, to gauge what improvements retailers would need to make to attract consumers online rather than in store. These improvements ranged from flexible delivery options to better return policies and sizing guides.

Three in four survey respondents (74 per cent) indicated they would expect retailers to offer free returns on all items to entice them to shop exclusively online. 65 per cent of shoppers believe retailers should also allow customers to return or swap any item, including sale items. Many retailers still enforce the ‘no returns on sale items’ policy and don’t provide refunds for faulty items the retailer has already highlighted.

Further online shopping improvements that consumers want include better sizing guides and clearer product images on websites (both chosen by 57 per cent of respondents), and more flexible delivery options (44 per cent of respondents). Surprisingly, only 6 per cent of Aussies are completely content with their online retail experience and believe nothing needs to change.

Fewer shoppers are concerned about online security and the need for better payment options – 33 and 24 per cent of shopper respondents, respectively, chose these options as a required improvement.

CP CEO, Mark McGinley, says: “With more Aussies willing to take their shopping online, it’s important that retailers listen to their feedback and find ways to further enhance their e-commerce experience. Retailers need to make improvements which allows customers to comfortably complete their purchases online with the reassurance that they’re getting the same service and experience as they would in store – this may mean better sizing guides or the ability to return or exchange an item if it isn’t what they expected.

“We believe a large part of the online shopping experience is flexible delivery options. CP helps retailers make the online shopping experience smoother for consumers with our large network of POPStations and POPShops, where you can collect and return parcels more securely outside normal business hours, seven days a week. Alternatively, you can authorise for your neighbour to accept your parcel on your behalf or provide Authority to Leave your parcel at the original delivery address, in a safe place in case you’re not home to receive it.”

Improvements retailers would need to make for consumers to buy exclusively online	Proportion of shoppers who want this improvement
Free returns on all items	74%
All products to be able to be returned/swapped (including sale items)	65%
Better sizing guides	57%
Products needs to be shown more clearly on the retailer website	57%
More flexible delivery options (i.e. after hours, delivery to parcel delivery point)	44%
Online sites need to offer better security	33%
Product showrooms would need to be available to see and touch	32%
Better payment processes	24%
Nothing needs to change in the online retail experience	6%