When asked to choose their favorite features (excluding price), the preferences fell into three areas: product information, Website usability and operational effectiveness.
The leading site feature chosen by 49% of respondents was clear, easy-to-access product information.
"Consumer expectations have risen in step with the development of social networks and blogs," says Jeff Grau, senior analyst at eMarketer and author of the new report, The Customer Shopping Experience Online. "There is no question that routinely sharing product advice and customer care stories about products with a community of their peers has emboldened online shoppers."
Retailers are listening. They genuinely want to improve their site design, provide a seamless cross-channel shopping experience and create more-personalized customer experiences.
"Unfortunately, they face major hurdles in trying to do so," says Mr. Grau.
According to a survey of winning Web retailers—those with sales growth outpacing the industry average—from Retail Systems Research (RSR), 56% of the Web merchants said they find it a challenge understanding how consumers use their site and accommodating them. Nearly one-half reported difficulties coordinating their channels to create a seamless shopping experience.
A large percentage also cited trouble understanding how different customer segments use their site and how to accommodate those differences.
"When Web retailers look ahead to the future," says Mr. Grau, "many of the retail technologies that are most promising for online customer engagement attempt to simulate the immediacy and enjoyment of the store shopping experience."
While online behavior tracking ranked first for Web retailers responding to the RSR survey, expanded video capabilities, 3-D stores and product reviews and virtual tours were also important.
