REPORT > European Customer Pulse 2017: 43% of customers returned items purchased online over 1 year
The returns process has a big part to play in omni-channel retail. Across Europe, 70% of shoppers say the ease of being able to return items factors into which retailer they choose to shop online with, according to the report “JDA & Centiro Customer Pulse 2017” by JDA Software Group and Centiro.
The research was done online, on 8,238 consumers across Europe, gathering insights from people of all ages across France, Germany, UK and Sweden.
Important findings:
- 45% of shoppers who experienced issues received either a faulty or incorrect item over the last 12 months
- 24% European shoppers made additional in-store purchases when picking up Click & Collect orders
- 43% returned items purchased online over the last 12 months as expectations were not met
Research shows an 8% increase in issues relating to online orders over the last 12 months.
When it comes to resolving problems, over half (57%) of European consumers said they had received a good experience. However, it is noticeable that consumers in France and Sweden felt they received a poorer experience overall than their counterparts in the UK and Germany.
Concerning the delivery options, almost three-quarters of people (70%) said they typically choose standard delivery. This option is particularly popular in Sweden (76%) and Germany (75%), although not as popular in France, where only 61% of people typically choose standard delivery.
We are also seeing the changing role of the store in the customer journey, meaning retailers must be able to provide a completely blended physical and digital shopping experience. Those retailers that are able to deliver this, will put themselves in a great position to keep customers coming back time after time.
