- Almost one in three internet users is still reluctant to shop online
- The web can be both intimidating and overwhelming for customers
- Advice and reassurance, recommendations and reviews boost customer satisfaction
- etailers can learn from bricks and mortar when it comes to customer satisfaction
Despite Britons spending about £43.8bn online last year, the Office of Fair Trading has revealed that almost one in three internet users is still reluctant to shop online. For 30% of internet refuseniks, their reluctance is down to a lack of trust. This shows that consumers want reassurance that your site offers good products and services in a safe environment and the best way of achieving this is though the testing of people who have bought from you in the past.
With the banking crisis and MP expenses scandal, the public is rapidly losing trust and demanding more and more information from corporations and public bodies. What’s true for the government should be true for any commercial supplier, whether it is a retailer or a professional. ASDA’s CEO Andy Bond recently compared the scale of change in the relationship between shoppers and retailers to that which unions brought to relations between employers and employees. Customers are demanding a voice and expect transparency and honesty in their dealings with retailers. For start-ups and smaller brands in particular, a lack of faith from customers can be a tricky obstacle to overcome.