Date: 21 May 2009
IMRG e-Customer Service Index (e-CSI) May 2009
eDigitalResearch and IMRG survey shows that consumer satisfaction is down, but fashion sales continue to rise online.
The results of the latest e-CSI quarterly survey by eDigitalResearch and IMRG shows that consumer satisfaction with online shopping service is significantly lower than it was six months ago, and is back at the level recorded in 2006.
The April e-CSI stands at 78.3% overall, compared with all-time high of 79.6% reached in November 2008. However, the results, which surveyed over 2000 people, is showing a positive outlook for the online fashion industry. Just under half of the consumers surveyed are currently spending the same or more on fashion despite the current climate, with 76% intending to continue spending the same or more online in the coming year. However, there is a large opportunity for fashion brands to gain more presence online, with only 2% of consumers surveyed able to identify a fashion brand that is active in social networking.
Multi-channel retailers also continue to have a distinctive advantage over pure online retailers, with almost three-quarters of consumers surveyed preferring to return their goods in-store and 52% preferring to shop online with multi-channel retailers. “Despite the clear benefits that shopping online has, it is clear that there is a huge advantage in providing a multi-channel offering, as consumers have the chance to use online or offline facilities at their convenience, and can really experience a multi-faceted approach to their needs,” comments Director at eDigitalResearch, Chris Russell. “This is great news for struggling high street retailers who are considering branching into online, as the opportunities are immense.”
The e-CSI research also demonstrates that online shopping is continuing to grow in popularity over in-store opportunities. Consumers are most attracted to a website that provides good advice and reassurance about their purchase, with outfit suggestions (43%), recommendations (46%) and customer reviews (40%) cited as features that consumers most like.
However, despite this, the survey also discovered that fashion brands are still not taking advantage of social networking platforms, which are used by 58% of respondents . Only 4% surveyed were members of fashion brands’ groups and only 2% would associate brands with a social networking website.
“Despite significant improvement in online retail customer service in general, consumer satisfaction with it is falling,” comments James Roper of IMRG. “However, online will continue to grow in popularity, and the results of the latest e-CSI show that consumers are fighting against the recession and pledging to spend more online in the coming year. However most importantly, there still remains a huge opportunity for market-leaders to engage with social networking, as there is hardly any consumer recognition of brands on these sites. As one of the most powerful media available at the moment, this is an opportunity waiting to be grasped.”
IMRG Members can download the full report by visiting the Industry Statistics section of the website, or by following the link in the Further Information panel.
ENDS
Media Enquires:
IMRG
James Roper
Tel: +44 (0) 780 222 5 888
Email: james@imrg.org
Web: www.imrg.org
eDigitalResearch
Vicky Wilson
Tel: +44 (0) 23 8021 5380
Email: vicky@merchantmarketinggroup.com
Web: www.edigitalresearch.com
About eDigitalResearch
eDigitalResearch is a leading provider of digital market research, enabling customers to make critical business decisions with the benefit of comprehensive consumer insight and informed direction. eDigitalResearch possesses a unique combination of research expertise, marketing background, web technology and knowledge of the cross-channel consumer. As well as providing invaluable research data, the modules of our fully integrated research system - ratings, surveys, panels and forums - can combine to provide holistic analytics and essential market-leading insight. This gives our clients the power, confidence and backup to make crucial decisions on key aspects of their business including product range, marketing, customer service, supply chain, even basic positioning.
About IMRG:
IMRG (Interactive Media in Retail Group), founded in 1990, is the industry body serving e-retail: www.imrg.org