Written by Emma Vetriano • Published 8th December 2011 • 2 minute read

Today I stumbled upon this gem:

It is a satirical video by Google, which highlights the main faults in the online shopping experience. Whilst watching this video is quite amusing, it also rings home some truths. In a previous blog post, we have discussed how many brands are going online to flaunt their fashion fixes. Many have tried to tap into the market by recreating the traditional shopping experience online…

But what is it about the experience that annoys us so much?

Google point out that you need to see where your customers are leaving your site. And the likely answer to this is when it starts to become complicated.

My pet hate is having to prove that I am not a robot at every turn. The words and symbols that they give you are not even readable to the majority of us that are, believe it or not, human. Not to mention the soaring prices of delivery charges, the anxiety of whether it will arrive on time, refunding process etc.

But with many major retailers now selling their products via smartphone apps this process is set to become a lot easier in the future. Famous outlets such as New Look, Zara and River Island have all jumped on the digital bandwagon with apps which allow people to purchase an item with a single click. Your shopping app remembers your name, email address and delivery address to minimise the steps to your final purchase. Apps are a popular shopping channel this festive season taking the convenient online shopping experience a step further and allowing you to buy on the move. However, this only accounts for about 20% of the overall shopping experience, with many people still experiencing late deliveries or wrong orders. Clearly, the process still needs to be fine-tuned.

It is great that these retailers are moving with the digital times – as we mentioned in our post on digital darwinism those who don’t keep up will struggle to survive into the future. However, if they are going to streamline the purchase process (to generate sales) then they should make the overall shopping experience enjoyable for the customer as well. For example, refunds should be as easy as the initial purchase. This is what will encourage brand loyalty, and that is what really counts.

What do you think?


Cover image courtesy of Robbert Noordzij, flickr.com