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One of the best articles I have read about online retailing is called Customer Experience: Lessons for Loyalty. Commissioned by Adobe 7 and conducted by a market research firm called the BRS Group, the study surveyed over 600 US online shoppers earlier this year. The self-proclaimed “savvy” subjects gave their feedback about what they find important, pleasing, and frustrating about the online shopping experience. They talked about what helps them buy, what makes them abandon their carts, and revealed other information about the consumer experience that should make online retailers pay close attention.
Today, I want to cover the first section of the study that brings to light the truth about brick and mortar retailers who head online. While it may seem advantageous, having a well known, established brick and mortar store does not translate to a better chance at quick success with an ecommerce website.
When the survey group was asked to name three online websites they frequent online, only 4 brick and mortar stores received more than 6 percent of the responses (Target with 16 percent, Wal-Mart with 12 percent, Best Buy with 11 percent and Macy’s with 6 percent). On the other hand, the two retailers that scored more than 20 percent were the famous online only sites Amazon.com (72 percent) and eBay (45 percent). Basically, besides a select few major companies, all retailers--brick and mortar or online only-- face the same challenges when it comes to building brand awareness online.
Tomorrow I will write more about these challenges and how retailers can model their site to provide the best online shopping experience for consumers. Stay tuned...
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Tags: shopping experience, online shopping, brand awareness online, shopvisible, brick and mortar retailers, web only retailers |
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