BACK TO CONTENTS
RETAIL SURVEY
FOCUS 17
http:// Online retail personalisation survey FEBRUARY 2014
by DAVID MCCORQUODALE
Non-food online retail sales in the UK now account for 17% of total retail sales and are growing at an annual rate of 12%1
. Consumers are
increasingly seeking personalisation and consumer reviews in their online experience.
Online retailers must therefore consider how they are achieving excellence in online interactions with consumers and maximising sales opportunities. The online consumer experience and a connection with a retailer’s brand is often the fi rst step in a buying decision. This presents a signifi cant opportunity for the retailer to engage potential consumers, convert sales and maintain a trusting commercial relationship.
Over the course of a month prior to Christmas 2013, KPMG surveyed 170 retailers with online facilities to compare how those retailers interact with their consumers and consider fulfi lment
Source: (1) BRC-KPMG Online retail sales monitor December 2013 © 2014 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member fi rm of the KPMG network of independent member fi rms affi liated with KPMG International Cooperative, a Swiss entity. All rights reserved.
capabilities. The results have been analysed to understand how effectively these retailers are collecting information and using this to deliver a personalised proposition. Our fi ndings reveal that the majority of retailers are failing to utilise consumer information in order to maintain contact and offer a personalised experience.
The effective use of this data will go a long way towards determining the winners and losers in the online retail market. To capitalise on multi- channel opportunities, some retailers will have to invest in analytics systems, while others may need to refi ne their existing technology.
Click here to view the full report.
David McCorquodale UK Head of Retail T: +44 (0) 131 5276718
david.mccorquodale@
kpmg.co.uk
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63