Survey reveals importance of 'first-time-right' fulfilment
The survey of over 2,000 UK adults who shop on-line found that 25% would be unlikely to buy from a retailer again if their order was incorrectly fulfilled, rising to 28% if they received a damaged item.
The research also examined the importance of late ordering cut-off times for next day deliveries, whether other people’s feedback about retailers influenced respondents' on-line purchasing decisions and the tendency of shoppers to take more care in selecting which retailers they used if they are purchasing gifts or products for certain groups.
Respondents were found to be ambivalent on the matter of late-ordering cut-off times, with just 6% strongly agreeing that these were important and 38% neither agreeing nor disagreeing.
However, 69% said other people’s feedback influenced their on-line purchasing decisions, rising to 80% for those using Twitter regularly.
Respondents were also asked to provide details of their worst on-line shopping experience, which ranged from wrong, damaged, faulty and incorrect goods, non-receipt of goods, difficulties in obtaining refunds, poor packaging, communications and customer service and problems with returns.
Mark Catley, head e-commerce development at Norbert Dentressangle said:
“Whilst the worst experiences of the respondents were many and varied, the survey revealed that, in at least 25% of cases, a bad experiences is likely to deter that customer from purchasing from the same retailer again.
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