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Online retail sales will hit £1.26 billion during Xmas 2010 shopping season
The Logan Tod 2010 Index showed the largest growth is in the ‘adopters’ age group, 45+, who are becoming increasingly comfortable shopping online. These shoppers are more focused on convenience, with the primary reasons given for shopping online being prices, store opening times, home delivery and avoiding crowds. More than 70% of this demographic researched online before purchasing.
"Once at an website the most important elements for conversion were listed as delivery options (68%), site search and product availability (67%), and well-written copy (50%). It would appear that online retailers have been taking heed of these trends with 42% of UK adults stating that this year’s online shopping experience was better than last year."
“The shift in the mindset of the consumer has produced a savvier shopper. The public is planning to do yet more search and is looking for money-off vouchers and promotions. By Christmas 2010 60% of shoppers stated that research will be crucial in their purchasing decisions, however a third of consumers will abandon sites that are not good enough quality. Retailers will need to be more intelligent than ever to target the more considered purchaser — the overall customer experience from search to purchase will be under scrutiny”.
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