03.02.2009
Top e-retailers stepped up promotions in Q4 and added new search features
Top online
retailers added new site features and lured consumers with more promotions in
the last three months of 2008 than they did the year before, a new survey from
The E-tailing Group finds. The research and consulting firm's 11th annual
Mystery Shopping survey of 100 top e-commerce sites found merchants are
consistently improving site features to make shopping easier and offering more
promotions to keep current visitors buying.
"Smart
merchants are taking execution to a higher level; elevating the online shopping
experience to provide customers with increased efficiency while fostering
retention," says Lauren Freedman, president of the e-tailing group.
"Throughout our review of 100 web sites we observed merchants pulling out
all the stops to rethink promotions, refine search, retool content/information,
and reinvent community."
In
particular, e-retailers are offering immediate promotions that consumers
can-and must-quickly use. The number of e-commerce sites offering limited-time-only
promotions rose to 42% in 2008 from 18% a year earlier. Other promotions on the
rise include free shipping-with conditions such as minimum purchase-to a store,
which 26% of retailers offered in 2008 vs. 15% a year earlier.
In fact, the only type of promotion that decreased significantly was gift with
purchase, which can cost retailers more than other deals, the research firm
says. Merchants also are trying to win over price-conscious shoppers with
online outlets. 86% of retailers had some sort of clearance section of their
sites compared with 72% in 2007.
Another
popular sales tactic in the 2008 survey was honing search to get shoppers to
what they want quickly.
All sites
offered keyword search, and 85% had more refined search capabilities beyond
keywords. 63% offered guided navigation, and 77% offered landing page sorts
that let consumers filter results brand, by price, or other attributes.
In fact,
Freedman says, such new search technologies seem to be replacing traditional
advanced search, which was down in 2008 to 15% vs 23% in 2007. New search tools
require fewer consumer clicks to reach a product, Freedman says. "Such
'in-your-face' merchandising is ideal in tough economic times as it pinpoints
product first; placing it squarely in front of the consumer for consideration
and quick purchase."
Retailers are
also using video more, 65% in 2008 vs. 45% in 2007, as well as ratings and
reviews, with 58% using the technology in the most recent poll vs. 50% in 2007.
Blogs and community boards are also more popular. 26% surveyed used blogs vs.
10% a year earlier and community boards were employed by 26% of the top 100
retailers in 2008 vs. 16% the year before.
Fonte: www.internetretailer.com
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