Online retailers lose sales with poor customer services

Shoppers head to the high street for advice and support
Written by Natasha Lomas, Contributor on

Shoppers head to the high street for advice and support

Online retailers could boost sales by brushing up their customer support, a new survey has found. Poor customer care and a lack of quality guidance could be driving potential web shoppers to the high street, the findings suggest.

More than a third (35 per cent) of UK web shoppers would spend more money online if better customer care or advice was offered, according to the survey.

The survey of more than 2,000 Brits found that one in three (30 per cent) still prefers jostling other shoppers on the high street to making purchases from the comfort of an armchair. Almost half (47 per cent) said this is because bricks-and-mortar retailers offer better customer service than their web counterparts, with support and advice also listed as popular reasons for choosing town over online.

Where online retailers do have the edge for shoppers is on pricing and product range: well over half (61 per cent) of those polled said prices are better online, the survey found, and 51 per cent said the web offers a better range of products.

bad customer service is letting down online retailers

Shoppers prefer to brave the crowds than risk bad customer service online
(Photo credit: Shutterstock)

Web shopping also wins out when it comes to locating desired items - just 14 per cent of respondents said it's easier to find what they're looking for in a walk-in shop than on a website.

However, the survey also found some room for improvement when it comes to product information online. Info on items was cited as worth brushing up by 10 per cent of respondents, while site navigation could be better according to nine per cent.

The survey was conducted between 29 June and 1 July this year by YouGov for online merchant services company Avail Intelligence.

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