"Service delivery matters just as much online as it does in a bricks-and-mortar environment," said Linda Shea, Senior Vice President and Global Managing Director of ORC’S Customer Strategies Practice. "But the dynamics of the online world are very different than they are in-store. The most successful online merchants are investing in tools and technologies that facilitate the shopper’s entire purchasing experience, from comparison shopping and bargain hunting to effective use of coupons and credits to easy return policies."
Despite the increase in Internet shopping, 77 percent of respondents said that the economic condition has impacted the way they purchase goods and services, with 45 percent spending less, 24 percent looking for the best deal on an item and 24 percent only buying necessities. Yet despite the current economic situation, 22 percent of respondents indicated their online purchases will increase this year.
"While our data indicates that people are spending less, it is equally clear that shoppers are increasingly turning to the Internet as the channel of choice when they do buy. This underscores the need for merchants to realize that even in a self-service environment, customers need enough information to make a purchase decision and validate that they are making the right decision. In the end, this drives revenue and minimizes returns for merchants, while at the same time entices customers to return to the site and to recommend it to others."
