Online shoppers need more choices, reveals latest UPS study

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Consumers want more choices when it comes to shopping online, according to UPS’ recently released European Study of the UPS Pulse of the Online Shopper.

In cooperation with specialist in measuring the digital world, comScore, UPS commissioned the report to analyse what online shoppers are looking for in their customer experience, from pre-purchase to purchase, to delivery and returns.

The study looked at mobile trends, social media impact and the integrated buying experience of omni-channel retailing.

It also revealed that consumers want more control over when and where their products are delivered, as well as an improved and convenient returns process.

47 per cent of the 1,000 UK respondents said they are more likely to chose a retailer if they could buy online, but collect the goods in-store, and 58 per cent said they would prefer a retailer who gave them the option to buy online, but return items in-store, if needed.

45 per cent of UK shoppers said they use smartphones to make online purchases, while 64 per cent use tablets.

More than half of those questioned have liked a brand on Facebook, with 88 per cent of these saying they keep up-to-date on the retailers’ latest news.

The report noted that visibility is particularly important in the UK, with 96 per cent of respondents saying that tracking a purchase is either essential, or nice to have.

“Consumers in Europe and across the globe have a growing number of digital touch points, with more ways to stay connected with their favourite online retailers through every phase of the shopping, buying and fulfilment process,” said Susan Engleson, comScore senior director.

“What will set apart one retailer from another in a competitive marketplace is how well they meet the rapidly evolving needs and expectations of customers.”

To view the full report, visit

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