Matt Bullock
25 January 2012
A recent study from Accertify found U.K. shoppers purchasing from online stores will switch brands if they have a negative experience with their transaction, as more shoppers are concerned about cyberattacks and identity theft online.
In the study, 48 percent of consumers said they would penalise a brand that improperly delayed or denied transaction by purchasing from a competitor, and 15 percent said they would switch to a new retailer right after the first sign of a problem. Of the consumers who have experienced problems with online transactions, 51 percent said having an online transaction denied is more frustrating than waiting on hold for a long time to talk to someone.
Mike Long, vice president of Accertify EMEA at American Express, said retailers should be aware that a disappointing online transaction experience can have costly repercussions, as customers will decide to purchase elsewhere as a response.
Play.com is preparing to introduce a new payment system to improve customer satisfaction with online transactions. Retail Week reported the online retailer is poised to become the first U.K. brand to allow customers to pay upon delivery of products. The payment practise is common in Japan, and is making its way into the U.K. market as it reduces return rates and makes shoppers more comfortable with online payment.
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