Internet Retailing posted an interesting set of results from a YouGov poll for VoucherCodes.co.uk this Friday. Their findings revealed that of the 2,015 British adults that took part in the poll, 49% have yet to purchase groceries online with 28% declaring that they would never buy groceries on the web. The matter of purchasing furniture and health & beauty products online met a similar response with half of UK consumers disclosing that they have never made an online furniture purchase.
Respondents stated that the key barriers to making these types of online purchases were delivery times, the returns process and a lack of web-based customer service. To overcome these, advertisers need to consider the onsite experience they are creating for the consumer. They need to consider how different online marketing channels can help with conversions and confidence within their market.
This highlighted to me an opportunity, and a need, to educate consumers through digital channels to address the concerns highlighted in this research. Perhaps messaging the benefits available to consumers when purchasing online needs to be considered in creative assets. By giving customers considering making a purchase the assurances that they can select pick up points, define suitable delivery slots or return/pay for products in a variety of ways will be a significant enabler to drawing in more potential customers who are most likely to convert. This approach could go some way in eradicating existing barriers to online shopping as consumer education and confidence are key in ensuring that eCommerce does not come up against mass consumer reluctance or attrition.
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