Online Christmas Experiences Rated Higher Than In-store

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A quarter (25%) of shoppers feel that their online shopping experience greatly improves during the festive period, according to the latest customer experience research from eDigitalResearch. In contrast, almost half (42%) feel that their in-store shopping experiences worsen at Christmas.

The improvement in overall online satisfaction at Christmas is mainly driven by price (51%) and range (51%), although flexible delivery options (33%) and clear messages about last ordering dates (24%) are also appreciated by online shoppers. However, the lure of no crowds or queues is the biggest factor behind the rise in satisfaction (53%).

It is unsurprising then that the impact of crowds and an increase in the number of shoppers are the main reason behind a drop in in-store satisfaction. Crowded and busy stores (85%), more queues (78%) and not enough staff (42%) are all key reasons as to why many are greatly unsatisfied with their in-store experience.

However, for those that actually feel their past in-store shopping experiences have been better at Christmas, price (51%), atmosphere (46%), stock availability and range (35%) and longer opening hours (32%) were all mentioned above additional staff (31%) suggesting that retailers need to focus on getting their overall in-store Christmas environment right, as well as employing more staff to help deal with the Christmas rush.

The study of 2,000 shoppers also found that consumers expect to be able to contact a brand in exactly the same manner and receive exactly the same level of service as they do throughout the rest of the year. Brands therefore need to ensure that they have an adequate customer forum and feedback system in place to help deal with customer requests and better manage experiences.

Derek Eccleston, Commercial Director at eDigitalResearch, comments, “As marketplaces become more and more competitive, service really is the only way to set your brand apart from the rest. Previous eDigitalResearch consumer research suggests that happy, satisfied customers are are likely to be loyal towards your brand, leading to repeat purchases and added revenue. Happy customers, loyalty and repeat custom are all the more important at Christmas time when brands large and small, international or independent are competing for consumer spend”.

To download the full Customer Experience at Christmas results, please complete the following short registration survey:

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Liana Vickery
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