UK consumers 'only shop with three online retailers'

Josh Hall's picture

Online shoppers in the UK on average buy regularly from just three digital retailers.

This is according to new research from Google and Kantar, which found that while UK consumers tend to be aware of 12 different online retailers, they spend their money with just a handful.

Customers are also extremely brand-loyal, with just 13 per cent of British shoppers having stopped using a specific retailer since making their first purchase with them. This compares with an average of 22 per cent globally.

The study also found good news on brands' customer experience efforts. Some 79 per cent of UK consumers rated their experience with online retailers as excellent or very good, beating the national average of 69 per cent.

Increases in customer satisfaction were particularly dramatic in the 'fresh delivery of groceries' category, rising to 57 per cent satisfaction from 52 per cent last year.

UK consumers are also more likely than the global average to advocate for their preferred brands, with those surveyed recording an average Net Promoter Score (NPS) of 40, compared with 30 globally.

Despite this, just 33 per cent of UK respondents said they were satisfied with retailer loyalty schemes, while less than half (43 per cent) said they felt online retailers understood their preferences or offered tailored experiences.

Commenting on the study Martijn Bertisen, retail director at Google UK, said: “It’s well known that customer expectations are defined by the best experience they have with a retailer - immediately creating a new bar for all other retailers to meet. This research not only confirms that point, but points to the need for retailers to work on personalisation strategies, loyalty schemes, overall site speed and more. The retailer who falls behind gets left behind, and retailers must anticipate customer needs and ensure it is being met with ease and speed as a bare minimum. =

“UK customers are savvy, and we can see here that they reward great customer experiences with both repeat purchases and advocacy. The imperative is to be the retailer that sets the bar higher, and finds new ways to not only keep customers satisfied, but to drive that satisfaction further upwards.”

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