Retail Report: What Makes an Online Customer a Repeat Customer?

Understanding how consumers engage in the fast-paced environment of online shopping

ANN ARBOR, Mich., May. 31, 2017 – Retailers need to selectively apply available technology to provide shoppers with cutting-edge customer service tools, a variety of fulfillment options, and to connect directly with customers, according to a new Retail Report by Radial and CFI Group.

Radial and CFI Group surveyed over 500 online shoppers to measure their perspectives on methods of connecting with retailers, the role of social media, in-store pick up, and transactions mistakenly identified as fraudulent.

The resulting feedback equips retailers with the knowledge of what matters most to customers and the effect experiences, both good and bad, are likely to have on the goal of turning customers into repeat customers.

1) How Customers Connect with Retailers

Today’s on-demand culture has conditioned shoppers to expect options and convenience when connecting with retailers.

• 40% check the status of an order using the self-help section of the retailer’s website
• 83% use self-service options when available
• 85% would use a visual IVR option on their mobile for service inquiries if available

2) The Importance of Social Media

Shoppers perceive retailers’ social media accounts as a forum for customer service that involves active dialogue rather than a parking lot for feedback.

• 62% use social media to interact with retailers
• 76% expect the retailer to respond the same day on social media

3) Picking Up Online Orders in Store

There is a growing demand for picking up online orders in store.

• 54% opt for in-store pickup for at least a quarter of their online purchases
• 37% expect to hear that their pickup order is ready the same day of the purchase

4) Data Breaches and Fraudulent Charges

Retailers who can balance data protection with limited fraud alerts will preserve the trust and confidence of their customers and build shopper loyalty.

• 33% are extremely concerned with having credit card information stolen
• 24% have had a purchase incorrectly identified as fraud
• 62% shop elsewhere if they have had a purchase incorrectly identified as fraud