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.
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Posted by: Bernice28Alexander | April 30, 2010 at 05:13 AM