Google and Kantar collaborated in a multinational study that included over 33,000 consumers from 17 nations.
And what came out was that; customers from the UK are most contented with their ecommerce experiences than shoppers from other nations worldwide. However, most of them only buy from three web-based retailers from time to time.
Of the 2K UK customers interviewed, nearly 80% rated their ecommerce experience as “very good” or “excellent” compared to the world’s 70%. General shopper fulfillment remained the same as past years, yet shoppers still reported retailer improvements in 22 out of 30 CX categories.
In other findings, customers from the United Kingdom reported a 5% increase in fulfillment with ‘fresh grocery deliveries’ to 57% from last year’s 52 %. In the meantime, ‘fast and hassle-free payment processing’ recorded fulfillment scores while 72 % and ‘fast website/app loading speed reported 69%.
The study also sought to determine customer recommendation rates in an index known as the Net Promoter Score (NPS) where the United Kingdom scored 40 compared to the world’s 30. This is to say UK consumers are more willing to recommend their trusted retailers than their global counterparts.
But, even with many customers from this region aware of about 12 web-based stores, most of them purchase from only three of those stores. Furthermore, only 14% of UK customers— versus 23% all over the world— have abandon a retailer after a first purchase, which is a sign Britons are repeat buyers.
According to Martijn Bertisen, Director of Retail at Google UK, shopper expectations depend on the CX they have with an online business which means they change from time to time.
“This research shows the need for merchants to offer personalized services and make their sites more user-friendly by increasing loading speed and making other relevant adjustments,” said Bertisen.
Final Words
UK-based online shoppers are a well-informed customer base and are loyal enough to appreciate good CX by promoting retailers and engaging in repeat business.
Retailers serving this market must now work to streamline customer experiences and offer personalized services to increase shopper fulfillment.
Author Bio: Payment industry guru Taylor Cole is a passionate payments expert who understands the complex world of retail merchant services. He also writes non-fiction, on subjects ranging from personal finance to stocks to cryptopay. He enjoys eating pie in his backyard porch, as should all right thinking people.