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Easy Exchange and Return Services Top Online Customer Wish List in Hong Kong - SAP Survey.

Consumers in Hong Kong are accustomed to online shopping, with two thirds of shoppers (64%) completing purchases within the day if they were to complete the shopping journey, demonstrating decisiveness compared to shoppers in other markets, according to the SAP Consumer Propensity Study, Tuesday (7/3).

SAP surveyed 1,000 Hong Kong shoppers as part of a survey of more than 20,000 global shoppers on their online shopping behavior, including their motivation to purchase online, and their views on how brands can improve the overall customer experience. The survey has also collected a wish list from customers and finds that 58% would like to see easier exchange and return services.

E-commerce companies looking to enhance the online shopping experience for people in Hong Kong should do three things, according to the survey:

1. Provide easy exchange and return services (free return labels or nearby lockers) (58%)

2. Include comparison tools to compare prices and specifications (50%)

3. Offer different sizes or types of the item to try out before deciding which version to purchase (44%)

The survey also gave insight into the top three things that drive Hong Kong shoppers to make the decision to purchase:

4. Receiving discount or promotion notifications (56%)

5. Receiving discount with purchase notifications (36%)

6. Receiving timely response to a query (25%)

However, when it comes to abandoning virtual shopping carts, 51% of Hong Kongconsumers discard their carts sometimes or all the time, just as likely as other shoppers across Asia Pacific (52%) - ahead of North America (46%) and Europe (43%) on average.

When probed further, around two-fifths (42%) of people surveyed said that they abandon carts because they are concerned with shipping costs. The second and third most common reasons was the lack of promotions or discounts (39%) and price-savvy customers preferring to use online sites for price comparisons only (39%).

'Reviewing cart abandonment data provides a starting point for retailers to identify friction points in the consumer journey and make improvements to the overall purchasing experience for Hong Kong's customers,' said Frank Zhang, General Manager of Greater China, SAP Customer Experience. 'The results point toward a deeper demand from Hong Kong consumers for engaging yet simplified buying experiences tailored to their individual needs and lifestyles, which extends to ongoing service and support.'

SAP offers an expanded portfolio of customer experience solutions with the latest introduction of SAP C/4HANA, a new suite of cloud applications. It provides brands a robust omnichannel approach based on having a single view of the customer across all touchpoints at all times.

Consumer behaviour at the checkout stage, including items selected and discarded, navigation steps, time spent to complete specific actions, and the precise point of abandonment, provide valuable insight into ways the retailer can boost customer engagement and increase conversion.

Once retailers know why shoppers are abandoning carts, there are many options for retailers to remove the friction and encourage follow-through on the purchase. Built-in advanced analytics allow to anticipate customer behaviours and understand their real-time intent. With this in place, brands will be able to provide a personalised and responsive consumer experience before and after the checkout process.
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Publication:The President Post (Jakarta, Indonesia)
Geographic Code:9HONG
Date:Jul 31, 2018
Words:586
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