Cyber Monday Satisfaction Up From Last Year

Well, we crunched our data (from more than 38,000 satisfaction surveys completed by holiday shoppers on Cyber Monday and over the previous holiday weekend), and we found that online shoppers were actually more satisfied with their experience on Cyber Monday 2007 than they were in 2006. Satisfaction rose a point over last year, a statistically significant amount given the numbers we’re dealing with. I think this is in large part because retailers were better prepared for volume (we saw higher scores for elements like site performance and functionality than we have in previous years on Cyber Monday) and because retailers are being a lot more consistent with free shipping offers, 2-day sales, and other attractive promotions.

The other really interesting thing, in my opinion, was that we saw future behavior scores for likelihood to buy online and likelihood to buy offline BOTH increased this year. This means that the online channel is actually doing a good job driving both online and offline sales, where as in previous years, we’ve seen it primarily driving one or the other, but not both. This is a great indication to me that retailers are finally starting to figure out the multichannel (or merged channel) implications of the increased traffic they see during the holidays.

Because satisfaction as measured by the ACSI (which is the methodology we used for this and all surveys) is predictive of future success, financial results, sales, and word of mouth, these higher Cyber Monday scores indicate to me that online retailers have a nice year ahead of them!

You can read more about the findings in the press release.