A new study has revealed 51% of shoppers believe the checkout is the area retailers should fix to improve their experience, with 35% of shoppers abandoning their shopping cart as they perceive the checkout process to be too long.
The Unified Commerce Benchmark for Specialty Retail, issued by Manhattan Associates, also found 30% of shoppers will abandon the shopping cart if the checkout involves multiple steps and involves long text forms.
The report, conducted by Incisiv via actual shopping transactions, assessed three retail verticals (apparel and footwear, home and DIY, and luxury), and five countries (France, Germany, Italy, UK, and the Netherlands).
Based on data from actual purchases, returns and customer journeys across digital and physical channels, the benchmark aims to reveal common attributes of successful retailers and opportunities for retailers to improve customer value and operations.
Henri Seroux, senior vice president, EMEA at Manhattan Associates, said: “73% of European consumers are more likely to shop with retailers offering integrated online and in-store experiences. This means brands need complete visibility and insight into all aspects of their business, from back-end supply chain processes to customer services, if they are to deliver seamless shopping experiences to Europe’s mosaic-like retail landscape.”
Additionally, 58% of respondents said that retailers only personalise market messages, not the customer experience. While, 85% of shoppers would purchase again from a brand that had a good returns experience.
This mirrors recent RetailX consumer research, which highlighted that an easy returns process was a key reason shoppers head online. Some 89% believed returns to be important when shopping online.
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