What
makes an online shopping site tick? A checklist of
what online shoppers look for
Few will dispute the fact that online shopping
is not a fad, but a growing trend. According to
the Internet & Online
Association of India (IOAI), the number of Internet
users in India is expected to touch 100 million by
year 2007. Many of these are bound to use the Internet
for shopping. However, the Internet is a tangled
jungle of web sites vying for user's clicks, and
online shopping
sites have their work cut out for them to attract
and retain surfers.
In a brick-and-mortar store, shoppers look for variety
of products, quality, pricing, ambience and service.
The situation is not too different in the online space.
The basic factors that influence a shopper's decision
to buy are not substantially different online and offline.
An online survey by the IOAI of Internet users and
their shopping habits (conducted in March-April 2005)
looks at, among other things, what shoppers look for
while shopping online.
Attributes shoppers look for in an online shopping
site
-
Variety: 60% of respondents found variety was very
important and demand a consistent multi channel
experience. Retailers that do provide a consistent
positive experience will see an increase
in the number of shoppers tuning to their Web site
and thus the retail site offerings will play a
critical role in attracting and engaging
the multi-channel consumer.
-
Product availability: 53% percent of respondents considered this very important and hence it is very important to clearly state product availability and give them multiple choices online to make a quick decision.
-
Prices and Promotions: 71% of respondents considered
'prices' very important while 38% consider 'promotions' very important.
Pricing is a phenomenal driver of sales whether online or offline. An
online site allows for an opportunity to service 2 types of consumer
groups: Price-sensitive and Value-sensitive + Price Neutral consumers
and at the same time use special promotions to keep interest in their
sites alive and encourage shoppers to use them. Sellers will find it
in their interest to vary their prices and thus cater to the price sensitive
+ bargain hunter while delivering additional value to a value sensitive
consumer.
-
Shipping fees:Customers are very sensitive to shipping
costs. The survey found that 46% of the respondents considered this
either very important. Your site should clearly site Specific delivery
schedules attached with shipping costs. Shipping fees is one of the
most considered factors and shoppers are very sensitive and would abandon
a shopping cart due to high shipping costs.
-
Delivery: The survey found that 61% of respondents
considered speedy and timely delivery very important. Your site should
clearly site stating geographic or other restrictions for delivery
and Choices for shipping with clearly stated costs.
The Internet has changed the shopping experience for good, scoring on convenience, variety and price. Retailers can no longer afford to ignore the potential of this medium. |
