Prepress
The results of the latest “in Focus 06” ad-hoc study are: Product information is at the heart of e-commerce
Friday 20. March 2009 - Online shoppers want high-quality product images, detailed information and useful extra features
Online shoppers attach great importance to product presentation and accurate product information when browsing for both technical and consumer products. While one or more product images are enough to make or break the sale of fashion items, additional detailed information is essential when it comes to domestic appliances. This was the conclusion reached by a representative online study conducted by dmc digital media center, partner of Heiler Software. The “In Focus” series of surveys by dmc seeks to analyze the needs of online retailers and to let online sellers know exactly what their customers want when using their websites. In January 2009, dmc conducted a survey to uncover which product information and supplementary details are considered relevant by online shoppers and which features of an online shop are likely to encourage them to make a purchase. Two product groups were selected, namely fashion items and domestic appliances.
Effective product images are essential to quality in e-commerce
First impressions are vital. Effective product images are therefore essential to the success of an online shop. In the fashion arena, approximately two-thirds of customers said that product images and adequate product descriptions were the most important factors influencing the decision to buy. One in three shoppers said they would like to see more product images or specific information about the quality of fashion items. For one in two, an option to zoom in on a product image is a key factor, as is a specific delivery date. In addition, many expressed a desire to be able to view an item of clothing in a range of colors. Surprisingly, however, barely three percent of those surveyed said they would like the option of viewing a video presentation, while only eight percent rated clear brand distinction as an important factor. Also remarkable is the fact that, when it comes to the purchase of domestic appliances, shoppers attached importance not only to product presentation but also to the availability of substantial technical details (70 percent) and warranty information. In addition, delivery time is the crucial factor for almost 65 percent of potential buyers.
Extra information equals extra spending
While online fashion shoppers want to be made aware of special offers on similar items (70 percent), the range of services provided by the retailer was assigned top priority by those interested in purchasing technical products online. When buying fashion online, consumers are also interested in knowing how much they can potentially save. Payment in installments, 24-hour service, express deliveries, interest-free credit options and many other services were considered essential by two-thirds of interviewees. When buying washing machines and similar items, independent test reports or reviews by other buyers are considered key criteria by almost 70 percent of shoppers. In contrast to fashion shoppers, 14 percent of those interested in these items also expressed a desire to be able to exchange information in the context of a discussion forum.
Wish lists, “compare” options and size advice get the thumbs up
The study also reveals that extra features of online shops make them more attractive and interesting to shoppers and therefore play an important role in winning and holding onto customers. This is why many shops currently offer a wish list feature. This allows online shoppers to store a list of their favorite items. If one of these is currently sold out, they will be notified by e-mail as soon as it is back in stock. Small wonder, then, that this feature was the most important factor for many of those interviewed. However, size advice is also considered extremely useful by over 50 percent of shoppers, with one in three expressing an interest in a personalized fashion advice feature. Two-thirds of participants also said they would appreciate the option of comparing similar items to guide them in their decision. When buying expensive electrical appliances in particular, customers are price-aware and are keen to avail of special offers – 70 percent of those interviewed in the study wanted the option of comparing various offers. Half of all interviewees were of the opinion that an option to print and download product information is essential when shopping for domestic appliances.
To allow shoppers to compare items online, all relevant features need to be maintained centrally. Retailers can exploit up-selling and cross-selling opportunities to a greater degree by providing links to product groups, replacement parts and accessories. Information such as “Customers who bought this product also bought…” helps to optimize e-business and to up sales figures. Says Frank Schmidt, Director at Heiler Software: “Successful up- or cross-selling of accessories or alternative products is dependent on flawless product data”.