Retailers need to gain more trust online

Retailers with transactional websites need to do more to gain consumers’ trust, an e-commerce expert has warned.

According to a report by PushOn, customers want to feel more reassured before parting with large sums of money online and want to know exactly what they would be getting for their money.

More than two-thirds said they would be inclined to spend larger amounts online if retailers could reassure them that they would receive the same quality of service online as they do in store. This could be through offering next or same day delivery, in-depth product information and accurate images or realistic videos of the product.

Currently, 47 per cent of consumers said they felt comfortable researching products online but would do in store to buy as they can make a more informed choice with the option of asking for help from a store assistant.

However, people that had made a considered purchase online, 67 per cent said they had never experienced any issues when buying on the internet, which PushOn claimed showed that online shopping is more reliable than people think.

Two-thirds (67 per cent) of those who prefer to shop online believed it was much quicker and easier than buying in store, while over half (57 per cent) thought purchasing online was a great way to properly research a range of options, without having to take the time to travel to lots of different stores.

Selecting a delivery time that fits in around people’s busy lifestyle when buying online was important to almost half of respondents (45 per cent), who said it also removed the hassle of transporting goods home from a store. A quarter (24 per cent) also said they liked the fact that they could immediately find out what products are in stock and what’s not when shopping online.

Sam Rutley, managing director of PushON, said: “It’s clear that there are a wealth of advantages when shopping online, compared to in store – but the challenge for retailers is making these propositions clear to shoppers to break the barriers that are stopping people from making higher value purchases on the internet.

“Encouraging more shoppers to part with larger amounts of money online requires a huge focus on building trust and a strong brand reputation. Consumers will feel more reassured if they know exactly what they’re getting from the retailer and that they’re reliable. It’s about creating the same experience, regardless of if the purchase is made online or in store – customers should always receive the same great level and quality of service.

“Retailers also need to be highlighting the benefits of shopping via their online sites – they need to raise awareness about their fast delivery times, the ability to skip the queues, and the time it can save consumers. Customers could also be persuaded to buy online if retailers add to these benefits, perhaps by offering rewards or incentives like interest-free credit or online-only offers. This is also another effective way to build trust and encourage repeat custom.”