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Cash-strapped Britons ditch brand loyalty

Trust Index reveals that although consumers are now more price conscious than ever, failure to show them what they want means they won’t buy online.

GENERAL MERCHANDISE

Cash-strapped Britons ditch brand loyalty

Nearly half of all UK shoppers claim they would leave a retail website if it failed to show them what they wanted first time round. This is according to the latest Trust Index from Avail Intelligence.

Findings from the

survey reveal that in the past six months Brits have increased their use of price comparison sites such as Kelkoo, as well as external search engines including Yahoo! and Google to hunt down the best possible deal before parting with their cash.

Key findings from the research, which surveyed 939 respondents across the UK, are:

63% have increased their use of price comparison sites, while 53% are now using external search engines more regularly to find the best deal.

45% stated they would immediately leave a retailer's site without refining their search if it failed to show them what they wanted on the first page they arrived at.

53% claimed retailers are returning generic, one-size fits all content on the first page they are directed to from a search on an external search engine.

A further 21% said that this content is, in fact, totally irrelevant.

22% said it was very likely that they would make additional purchases if the retailer showed them a good deal in response to their initial request.

6% stated they were now making greater use of cashback websites such as TopCashBack.

“What's clear from our latest Trust index is that many consumers aren't taking the time they once did to browse a retailer's website. Instead, they expect to be shown what they want the moment they are directed to a site following an online search,” said Pontus Kristiansson, CEO of Avail Intelligence. “There is clearly little margin for error, and greater personalisation is the key to success for retailers looking to convert that web traffic into paying customers.“

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