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Top Of The Shops: UK Leads The Way In Online Retail Experiences

The UK’s online retailers can give themselves a pat on the back today: new findings released by Google and Kantar show that they’re leading the way in terms of consumer satisfaction. We take a quick look at some of the headline stats to come out of their research…

Happy lady jumping with umbrella

Cool, Britannia.

UK retailers are exceeding the expectations of their customers, with 79 per cent of UK consumers rating their experiences with retailers as being either excellent or very good, compared to the global average of 69 per cent.

Site performance is also contributing to positive online experiences. ‘Quick and easy payment processing’ recorded a satisfaction score of 72 per cent and ‘quick website/app load times’ 69 per cent.

“UK customers are savvy,” commented Martijn Bertisen, retail director at Google UK, “And we can see here that they reward great customer experiences with both repeat purchases and advocacy. The imperative is to be the retailer that sets the bar higher and finds new ways to not only keep customers satisfied, but to drive that satisfaction further upwards.”

Interestingly, while tending to be aware of 12 online stores, Brits seem to like to stick to what they know – typically purchasing from just three online retailers regularly.

Loyalty Going Unrewarded?

It appears Brits are a loyal bunch when it comes to their online shopping habits. Just 13% of British shoppers have stopped using a specific retailer since making their first purchase with them. This compares with an average of 22 per cent globally.

Net Promoter Score (NPS) was recorded as being 40 in the UK, versus 30 globally. Again, this demonstrates UK consumers’ willingness to promote their favourite retailers over and above their international equivalents.

Despite showing a strong commitment to brands that they’ve previously bought from, only 33 per cent of them are currently happy with retailer loyalty schemes. We recently wrote a guest post for our friends at Loyalty Lion, highlighting some of the key benefits of harnessing the power of loyalty, and its impact on retention.

It’s worth acting to shift the needle when it comes to loyalty scheme satisfaction. It’s been shown that acquiring a new customer can cost up to five times more than reconverting a customer who has bought from you in the past.

Not only that, repeating customers are known to make bigger purchases – returning customers spend on average three times more than a first-time buyer.

This Time It’s Personal

Less than half of those surveyed (43 per cent) felt that retailer websites got to know their preferences or personalised content for them.

Omnichannel personalisation is going to play a huge role in the future of eCommerce strategy, as consumer habits change in terms of channels and devices utilised throughout their user journies.

86 per cent of shoppers are regularly channel-hopping across at least two channels (CommerceHub), and the brands that recognise this are seeing rewards. 23x higher rates of customer satisfaction are experienced by companies with omnichannel strategies (Aberdeen Group) and 30 per cent higher LTVs are seen by retailers with omnichannel strategies (Think With Google).

Key Takeaways

  • Double down on rewarding loyalty: if Brits only shop in their favourite three stores regularly, get into that heavy rotation!
  • Polish up your omnichannel strategies: this is only going to become more important as consumer expectations rise.
  • Keep on prioritising customer experience: emphasis should be placed on frictionless check out processes and speedy load times.
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