How retailers can improve customer experience

ClearSale has released its annual report on trends in Australian and international online consumer attitudes and behaviours.

The report illustrates the profound changes the pandemic has made to Australian and global ecommerce. It also offers focused insights on improving customer experience, fraud control processes and building long-term customer relationships.

Among the key Australian ecommerce findings:

● The pandemic brought more consumers online. Eleven per cent of the Australian consumers surveyed shopped online for the first time ever because of the pandemic.

● Younger Australian consumers do not like to pay with cards. Only 20 per cent of shoppers under the age of 55 have their credit card handy when they shop online.

● Older consumers don’t care as much about personalised experiences. Just 12 per cent of Australian shoppers aged 65 and older want to see product suggestions based on their shopping habits, a lower percentage than younger age groups.

● Checkout needs to be simpler for everyone. Thirty-five per cent of online shoppers in Australia leave before buying if checkout is too complex or takes too long.

● False declines drive customers away for good. Forty-three per cent of Australian ecommerce consumers will boycott a retailer after a false decline.

“This report shows that every ecommerce business needs to put themselves in the shoes of their customers,” says Rafael Lourenco, ClearSale EVP and partner.

“Different customers want different things, but they all want a great customer experience. Every part of your business, including your fraud protection, needs to align with delivering personalised and excellent CX.”

Overall, the data shows that meeting customer preferences and expectations is the key to merchant success now, adds Ralph Kooi, Australia country manager at ClearSale.

“Rather than competing on price, online retailers need to compete on experience and that may require some adjustments to improve checkout, fraud prevention and other elements of the customer journey.”