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2011 Cyber Monday: Though Sales Are Booming, American customers are less satisfied

Buyers are as satisfied this year as in 2010, but browser satisfaction appears to be slipping, according to research.


2011 Cyber Monday: Though Sales Are Booming, American customers are less satisfied

Buyers are as satisfied this year as in 2010, but browser satisfaction appears to be slipping, according to research.

The annual analysis of Cyber Monday customer satisfaction by customer experience analytics company ForeSee, suggests that some online shoppers may not be as satisfied with the holiday shopping season as retailers would like.

Comscore reports that compared to last year, online commerce was up 26% on Black Friday and 22% on Cyber Monday, and the National Retail Federation is reporting that sales over the four-day holiday weekend increased 16% over last year.

But while sales are up, website browser satisfaction is down. (A browser is defined as anyone shopping on a retail website, whether or not they completed a purchase). Browser satisfaction this Cyber Monday (72.7 on the study’s 100-point scale) is lower this year than it was over the Thanksgiving holiday weekend (73.3), lower than it was last year on Cyber Monday (73.1), and notably lower than it was on Cyber Monday in 2008 (75.9). In fact, satisfaction with online shopping over the holiday weekend and on Cyber Monday is at its lowest point in five years (the largest dip occurred between 2008 and 2009, and satisfaction has failed to rebound).

Potential customers are extremely important during the holiday season because they represent not only current revenue but tremendous future potential for revenue and loyalty.

The ForeSee retail benchmark is made up of 159 individual websites, ranging from Fortune 100 retailers to smaller, regional retailers. Among the retail websites included in the benchmark are retailers like Ace Hardware, Bass Pro Shops, Belk, Cabela’s, Chef’s Catalog, Eddie Bauer, eBags, Gamefly, Harry and David, Helzberg Diamonds, Home Depot, LEGO, Musician’s Friend, Panasonic, Samsung, Sears, Sephora, Sony, and StubHub.

“In a struggling economy, it’s a zero-sum game where successful retailers have more to gain at the expense of retailers who don’t satisfy their customers,” said Larry Freed, president and CEO of ForeSee. “The e-retailers who are doing well now and satisfying customers will be in the best position to capture market share from retailers that fail to meet customers’ increasingly high standards and expectations.”

To keep up with the latest developments in the Multichannel arena, register now for the Retail Bulletin's 3rd Multichannel Retailing Summit 2012. Sponsored by GfK, it will take place February 1st in central London. Speakers include Halfords,, o2 Telefónica,, Schuh, Santander UK plc, Marks & Spencer,, Game Group,  Alexon Group plc, Everything Everywhere, Joules Clothing, Adnams Plc, eDigitalResearch, Collect Plus, Norbert Dentressangle. Click here for full details and registration.



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