Online tactics key for resellers

Resellers need to focus on three key website areas to make the most of Christmas online shopping

Online shopping over Christmas and the new year is a major opportunity for resellers, but they need to focus on three key areas when it comes to their websites: easy navigation, mobile compatibility and attractive delivery options, including free delivery.

In an interview with Harpers Bazaar, Euromonitor Consumer Trends Analyst Daphne Kasriel-Alexander said that with global consumer interest in online shopping on the increase, retailers will have to up their game in order to keep consumers interested.

“Brands that offer the best customer journeys, with personalised online presence that merges smoothly with the high street stores, will appeal to customers,” she said.

Now that around 20% of transactions take place via mobile – at least in countries such as the UK – mobile-friendliness is also crucial, Kasriel-Alexander added, as customers struggling with a poor mobile version of the website will quickly give up. Expensive delivery charges are another way to lose sales, added Kasriel-Alexander, noting that several surveys have found high delivery costs to be a major reason for customers to abandon a purchase.

In fact, research published in Washington in 2012 even suggested that returns should be free of charge as customers who return goods have a higher repurchase rate than non-returners.

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