Due to a high rise in internet usage, has considered what items consumers are browsing for – and purchasing – online. Food ( 6 4 pe r c ent ) ,

health and beauty items (65 percent) and clothing and footwear (66 percent) reigning supreme, but there is far less interest in books, movies, music and games (47 percent) and DIY items (37 percent), with dramatically lower figures. The results illustrate a

st rong onl ine presence by consumers, and whilst an appreciation for bricks and mortar retail outlets for specialist items like tools remains, it is the breadth and convenience of online retail which appears to rule today’s consumer market. The Customer Pulse

Report UK 2016 reveals that online sales have continued to grow at a significant rate, which is backed up by figures from the Interactive Media in Retail Group, which claims sales grew by 15 percent in 2016, exceeding £130bn. Wi th the wor ld’s four

biggest online markets, the UK, US, China and Germany, set to grow to a total value of £645bn by 2018, the delivery

The rise of online order dissatisfaction

industry has become a fiercely competitive market. Mehdi Daoudi, CEO and

co-founder of Catchpoint, explains: “As more retailers reveal how much revenue growth comes from their online presence, the ability to constantly monitor how customers are experiencing digital services is going to be critical. “It looks like the Great

British Shopper expects a rich and responsive online experience that enables them to find and pay for what they want with minimum fuss.” However, as the online

sales market broadens and matures, so does a customer’s intolerance to poor experience and shoddy online practise. In fact, as many as 73

percent of online shoppers state they would switch to another retailer if they experienced poor service. Thi s i s pa r t i cul a r l y

significant given that 53 percent of shoppers have experienced a problem with an online order during the last 12 months, compared with 47 percent the previous year. Consumers expressed

their biggest online order c o n c e r n s t o be l a t e

deliveries (42 percent) and missed deliveries – despite being present at the time of delivery (36 percent). Other issues included

consumers never receiving an item (24 percent), and no items received despite the delivery company stating otherwise (12 percent). There has also been an

increase in incorrect items received (21 percent – up from 15 percent in 2015) and damaged items received (26 percent – up from 22 percent in 2015). spoke to a

number of consumers about their past online experiences to see if they felt retailers needed to step up their game. Naomi, 39, said: “I have

had terrible experiences with a ‘leading’ online delivery service, on several occasions. “This includes a valuable

parcel being left in a wheelie bin, with no card posted to notify me it was in there; it nearly ended up being collected by the bin men! “I have also had deliveries

turning up as ear ly as 6.30am, or as late as 11pm, when you are explicitly told it will arrive between 8 and 6pm only. It’s ridiculous.” Maxine, 46, said: “I bought

something from an infamous online marketplace, only to receive the wrong item. If this wasn’t frustrating enough, I then had to wait over a week for a returns label to be sent to me. “On another occasion a

well known delivery service lef t an i tem completely exposed on my f ront door s tep, as nobody was home at the time of delivery, in full view of every passerby.” Khi len, 23, added: “I

have had online deliveries forced through the letter box, which are clearly beyond its dimensions, completely trashing my order. “I have also had items

lef t wi th a ‘neighbour ’ several doors down, without receiving a note to tell me exactly which house it’s in. Unbelievable.” These comments seem to

suggest that retailers may not be doing enough to meet the needs of their customers. In 2017, shoppers want

f ree, fast and accurate delivery of items, and it does appear that many retailers are showing signs of struggle in keeping up with these modern day demands. Tomas Zalatoris, CEO of, commented: “Customer sat isfact ion

should be a priority in any business. “At Clouder, we recognise

the fast pace and precise nature of meeting consumer expectation in 2017, which

is why we delivery free of cost and include a 1 hour delivery time, no matter the order, to retain our customer base and to ensure they are satisfied from start to finish.”


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