What do customers want this holiday season?
Shop.org released the results of their eHoliday Study pre-holiday consumer and retailer surveys early in November. Here is a brief summary of the key findings when consumers were asked, "When choosing to make holiday purchases from a given retailer, what is most important to you?":
- Seeing the shopping cart total before starting the checkout process (yes this beat out other factors like values, deals, merchant reputation, etc)
- Clear product descriptions
- Value for money / good deals
Shop.org followed it up with a second post summarizing results of a survey of consumers about which specific Web site features they rely on most when making holiday purchases. When rated out of 5:
- 4.1 rated reviews from fellow customers as important.
- 4.0 rated clearance sale pages important
- 3.8 rated feature sale item pages important
- 3.8 rated shipping deadline calendar as important
While none of these results are surprising, it still is astounding how many wineries don't address these issues that these survey results prove are very important to their customers. Doing so could bring that customer back to purchase again.
Frankly, I just don't think that online sales amount to a very large percentage of any winery's total sales. Do you (as an e-commerce vendor) have any stats?
Our clients vary widely. For some the web does amount for a sizable percentage of their total sales. For lots of other clients, your right, and they don't amount to very much.
Maybe wineries don't want to threaten their retail partnerships? But until wineries are willing to extend comparable bottle prices to that of retail stores for their customers then wine will not be sold on a large scale on the web. The web site will continue to be more a means of building brand trust and customer loyalty through other programs like the wine club or social media tools like ratings and reviews.
I don't think that price is the only issue. I think the customer experience has to improve all around.