Survey, Retail News, ET Retail

By Anjali Kochhar

Online shoppers say easy return policy is the key driver for them to shop online, according to the independent survey conducted by software platform company, Narvar, across 500 Indian digital shoppers. The survey said, 52 percent of digital shoppers look for a reliable return policy.

The survey further said that older people’s rate of easy return policy was slightly higher than their younger counterparts. While 56 percent of the people who seek an easy online return solution are in the age group of 30-44 years, 65 percent of them are in the age group of 45-60 years.

According to the survey, Indian customers’ satisfaction depends on a transparent and reliable post-purchase experience. The survey revealed, 56 percent of the online consumers seemed unhappy with the lack of visibility provided by the e-tailers about their delivery status. It is further said that 91 percent of the customers surveyed stated to be happier if the e-commerce platform provided the exact status of the order.

While the focus of online retailers is on re-evaluating their websites, customers seek transparency and better customer experience, according to the survey. The customers value on-time delivery information and better promotions in orders to know what is happening with their purchases.

94 percent of the consumers admitted that they don’t make repeat purchases on the e-commerce platform if complete transparency is not provided by the etailer.

The findings of the survey state that more than anything, customer communication is a priority for the online consumers. 58 percent of digital shoppers said they should be pre-informed in case the order is undeliverable or has been delayed.

“We spoke to India’s digital shoppers to decode their current experience when they buy online and highlight the gaps that exist in the customer purchase journey. The study reveals that although customers are looking for better promotions, what drives brand loyalty is a superior post-purchase experience. Customers want to be kept informed on what is happening with their purchases throughout the buying process,” said the company’s spokesperson.

“Retailers that provide customers with a self-serve platform with on-demand delivery information, proactive communication, one step returns will enjoy higher retention and drive happier customers. Reacting to the customer sentiments, we are witnessing a massive thrust by brands and e- commerce players to strengthen their post-purchase experience in the industry today,” he further said.

  • Published On Feb 12, 2019 at 05:15 PM IST

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