• While online purchasing is increasing, 33 per cent of consumers still want to return goods in store
• 16 per cent of online shoppers desire a click-and-collect option
• 72 per cent of shoppers value the ability to order out-of-stock products in the store
London – September 23, 2009 – Sterling Commerce, an AT&T Inc (NYSE:T) company, today announced the results of its annual research into consumer behaviour across retail channels. The online study conducted by Ipsos MORI and carried out across Great Britain, France, Germany and Sweden, found that the store remains key to customer satisfaction and can play a role in increasing sales.
The survey found that considerable revenue opportunities lie in offering the ability to order out-of-stock products, with 72 per cent of respondents stating that it is vital or useful for in-store staff to be able to order out-of-stock products and have them delivered to their home or local store. Across the three retail segments surveyed (apparel, consumer electronics and DVDs/books/music) the results were highest for consumer electronics with 81 per cent of consumers across all countries expecting this service.
David Hogg Retail / CPG Marketing Manager, EMEA, at Sterling Commerce said: “With promotions increasing in frequency to encourage consumers to continue spending, retailers are experiencing ‘out-of-stock’ more frequently. However, cross channel consumers are much more comfortable with the idea of the store ordering products currently out-of-stock rather than walking away empty handed to a competitor’s store. Retailers therefore need to be sure that they are using the correct technology to capture these demands and provide a fundamental revenue-boosting opportunity.”
The research also highlighted additional opportunities for retailers to draw their customers into their stores. For example:
• When shopping online, 16 per cent of consumers across all countries choose to click-and-collect: the ability to order online and collect in-store. This result was highest amongst the apparel sector, with an average of 24 per cent wanting online apparel orders to be delivered to the store where customers can collect them at their convenience.
• A third of consumers (33%) who choose to buy online stated that the most convenient method of return for any unwanted or faulty items is to return them in-store, where it’s possible they can go on to make replacement purchases
“Although most retailers now offer a multi-channel platform to consumers, it’s important to be aware of all trends in cross channel purchasing and returns,” continued David Hogg. “We are seeing a trend towards online shopping, but revenue opportunities still lie within the store, as in-store staff can convert returns into in-store purchases rather than a refund, or order replacement items that appear out-of-stock online.
“In these tighter economic times, it is more important than ever that retailers focus on customer loyalty and maximise all revenue opportunities by offering options such as click-and-collect and in-store returns. The financial loss of not offering these is something that no retailer can risk,” concluded David Hogg.
About Sterling Commerce
Sterling Commerce, an AT&T Inc (NYSE:T) company, helps companies optimise and transform their Business Collaboration Network to accelerate revenues and reduce costs. More than 30,000 customers worldwide use Sterling Commerce applications and integration solutions to connect, communicate and collaborate inside and outside their enterprise. More information can be found at www.sterlingcommerce.co.uk .
Ipsos MORI’s online omnibus service, i:omnibus, polled 1,000 consumers aged between 16 and 64 in each of Great Britain, France, Germany and Sweden. The research focused on the most popular consumer merchandise: consumer electronics, apparel (clothing and accessories) and books, DVDs and music. Data were weighted to the known population of those aged 16-64 in each country. The study was rolled out from 24th April to 26th April 2009
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For media enquiries please contact:
Willemijn Steegenga Kate Luke / Camille Pomey
Sterling Commerce Nelson Bostock Communications
Tel: +31 (0) 20 560 5794 Tel. +44 (0) 20 7792 7446
willemijn_steegenga@stercomm.com camille.pomey@nelsonbostock.com
katherine.luke@nelsonbostock.com