Online Shopping Is Making Many Customers Antagonistic
Kurt Deneen and Daniela Yu
Gallup Business Journal | March 17, 2015
For many consumers, online shopping isn’t all it’s cracked up to be.
Sure, consumers are becoming increasingly active as online shoppers, with more than one-third (35%) of American adults doing more of their shopping online than they were a year ago. This compares with just 10% who are doing more of their shopping in brick-and-mortar stores than they were last year. And as more consumers shop using mobile apps and websites, clothing retailers are aggressively expanding their digital platforms to keep up with today’s changing consumer preferences, increasing the opportunities for consumers to engage with their brand through multiple channels.
But Gallup finds that most retailers are falling short of delivering the ideal online experience because when it comes to engaging customers who are shopping online, service is more important to customers than products.