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Web Shoppers More Satisfied as Holiday Nears
“Customer satisfaction has rebounded to pre-holiday levels, a very encouraging trend for the 2007 holiday shopping season,” said Larry Freed, President and CEO of ForeSee Results.
Strong web shopping satisfaction levels are leading to higher likelihood to buy — both online and via offline channels, such as in a store or from a catalog. This year, online shoppers are 4.6 percent more likely to make a future web purchase and 4.1 percent more likely to buy offline than they were during the same week in 2006.
“The web this year has truly come into its own as an integral channel to drive sales beyond the virtual world,” said Freed. “Retailers have successfully integrated the web into their multi-channel strategy so that it’s a better sales channel and a better tool for increasing store and catalog sales.”
In fact, many consumers who leave the website without making a purchase after
putting items into their shopping carts plan to shop offline with the retailer. Compared to last year, consumers who abandon the online shopping process at this critical juncture are 8 percent more likely to buy offline from the retailer, meaning that the sale is often not really “lost.”
The ForeSee Results Holiday Retail Benchmark is produced using the methodology of the University of Michigan’s American Customer Satisfaction Index (ACSI), a proven predictor of future sales (online and offline), word of mouth recommendation and financial performance. Data for this week’s release of the ForeSee Results Holiday Retail Benchmark was collected between December 3 and December 9 from more than 54,000 visitors to 40+ retail websites, including AT&T Wireless; Best Buy; Cabela’s; Danskin; Helzberg Diamonds; Panasonic; Sephora and Toys R Us, among other major retailers.
