EXPERT ANALYSIS
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SECTION TWO
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Online Shopping Is ‘Boring’: Survey
Seven of ten consumers think that online shopping is “boring,” says a new study. Respondents to a
survey by Compare Metrics and the e-tailing group found that consumers want to go online to browse,
shop for fun, and efficiently find and buy specific products. But they say their current experiences feel
uninspiring and somewhat “old school.” Half of the survey participants felt that most current websites
have become overwhelming; two of three shoppers seek simplicity and a streamlined experience.
DISCUSSION QUESTIONS:
Are you surprised by the results of the study? How should e-commerce websites be improved to provide an enjoyable online experience for shoppers? Do brick-and-mortar retailers have an advantage over pure plays or vice versa? Are they using that advantage sufficiently?
EXPERT ANALYSIS:
The increasing availability and accessibility of online shopping options have certainly helped to provide consumers with more information, choice and convenience. But, it’s not surprising to hear that the same availability and accessibility may also be driving consumers’ perceptions that online shopping is uninspiring and overwhelming.
The sheer volume of online shopping options can be daunting. Today’s consumer is tasked with navigating a universe of available options to identify the best sources for products and services. Once identified, the consumer then must also compare pricing, shipping costs, product availability, taxes, and more to find the most value or the best deal. To top it off, even when the consumer finds a viable online source, more often than not there’s little to distinguish it from the catalog-based shopping experience.
As omni-channel opportunities become more pervasive, companies must be mindful that consumers increasingly value brand experience over more traditional considerations such as price / value and convenience. That brand experience extends beyond the time the consumer is online shopping to the entire path to purchase.
With that in mind, companies leading in omni-channel commerce should focus on providing tailored, relevant and timely information and offers to targeted consumer segments at every stage along the path to purchase - including the point of decision - and across both physical and virtual channels. This means transforming the consumer experience from commerce via a catalog to an ongoing conversation that includes value-add information, guidance and advice, access to other like-minded consumers, targeted offers at different consideration stages and, if applicable, consumer engagement post-purchase.
This ongoing conversation with the consumer, even post-purchase, helps leading companies develop a deeper understanding of their consumers’ needs and preferences. It also separates them from the competition, proving to their consumers that they are working hard to create an experience “just for them.”
Mark Osborn, Global Lead, Consumer Products Industry Marketing, SAP
I am not at all surprised by the results of the study. Brands and retailers with an online presence walk a fine line between providing too little or too much information to consumers, as noted by some respondents who felt online shopping is boring, and others who felt overwhelmed.
Competition for consumers’ attention is at its peak, and many brands are devising new strategies to differentiate themselves. They often turn to the wealth of digital platforms available to market and sell their products - mobile apps, social media, websites, etc. - with their nearly limitless opportunities to engage shoppers. However, the balancing act comes in using these technologies to offer value without overloading consumers with excess information.
From a technology standpoint, first and foremost e-commerce websites need to be easy to navigate on whatever device the shopper is currently using - smartphone, tablet, laptop, etc. Second, websites should offer all the products and product information consumers would have access to in-store, including the product’s nutrition facts, ingredients, price, marketing claims, etc.
I recently read a report that cited the No.1 cause of shopping cart abandonment as lack of product information. To reverse that trend, the online shopping experience needs to instill confidence by providing the accurate and comprehensive product information that drives sales.
Brick-and-mortar retailers that can successfully blend their physical and digital strategies have a significant advantage over online-only retailers. Research has shown that omni-channel shoppers spend more than consumers who purchase in only one channel.
Retailers that can execute successfully across all touchpoints in a way that is consistent, holistic and personalized will be rewarded with increased shopper loyalty, sales and operational efficiency.
Brick-and-mortar retailers recognize that shoppers are turning to digital channels to research and buy products; and we’re seeing investments being made to support the digitally adept path to purchase.
As retailers build out their strategies to support engaging in-store experiences, add value through online interactions and meld those two worlds together to focus on the shopper, stores will remain an incomparable asset in the food retailing environment.
Sue Sentell, President & CEO, Gladson
The comment that online shopping is boring aligns, in my Peck Fellowship grocery apps research, bi-modally with the respondents who are most digitally savvy. At the same time, we have an even greater number of these respondents finding online shopping exciting and enjoyable. What is missing is any middle-of-the-road feelings for these groups. These digitally savvy respondents are polarized. One is left wondering - why for these savvy digital shoppers the experience of online shopping familiarity loses excitement, while for others it becomes exciting and fulfilling. Interestingly, both heavy grocery shoppers who buy groceries online and only in-store exhibit somewhat similar attitudes, but less pronounced. Clearly it is the digital shoppers who use e-commerce that have cutting edge insights for the next phase of online shopping. This suggests, as e-commerce expands, it's not a simple trial and repeat use projection.
Nancy Childs, Professor of Food Marketing, St. Joseph’s University
As architects like to say, “Form follows function.” Online shopping can seem uninspiring, I think, because the functional challenges of product selection and transactions necessarily come first. Experiential design tries to take this to the next level, but there can be a dynamic tension.
Attractive site esthetics are only part of a winning formula. Excess ornamentation may even clash with clean, responsive mechanics. Gimmicky forms of presentation should certainly be avoided - unless the special approach is core to the site’s concept and positioning.
Function does define much of the overall experience, however. If an online retail site works intuitively and well, its mechanics will fade into the background and the interaction will feel effortless and quick. Product presentation, product search and shopping cart functionality are three key factors that just must work.
Of interest in this regard is the concept the study authors call “Fear of Missing Out.” This is the (quite valid) concern that site search won't reveal a desired item to the shopper. It reflects a common, true experience, I believe. Too many searches return “no items found” messages or deliver options that are wildly wrong. Categories, filters and keywords seem to be created by site designers or merchants using a “seems that way to me” methodology.
A best practice would be to organize product presentation and define item attributes based on shopper insights, not solely on the merchandiser’s logic. This should help make search and discovery a more responsive and intuitive experience. Clues may be derived from site navigation and search behavior, and there is no substitute for good old market research.
Online retailers seem to have a disadvantage compared with physical stores in that browsing and “accidental” discovery of alternative or related products are less likely to occur. With limited screen real estate available, it is a challenge to match the impact of mass presentation, off-shelf displays, sampling, events and other sensory experiences. That’s a call to action for site designers that goes beyond “help me find it” to “let me navigate my options in my own way” and “show me something relevant but unexpected.”
James Tenser, Principal, VSN Strategies
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