What do cosnumers want from online?
When it comes to shipping and delivery options, consumers want them to be free, fast, and flexible. Two thirds (66%) said they expect free delivery, 64 percent demanded fast delivery, and 55 percent wanted click-and-collect options. Hygiene was also on their minds, with 56 percent insisting delivery staff must wear masks and 52 percent saying staff must not touch products with their bare hands.
Even as they move towards digital channels, South Africa’s online consumers are still looking for human contact. More than half (52%) expect to be able to speak to a person on the phone for support, 44 percent expect to speak to someone via video chat and 35 percent expect home installation. Most (65%) are also seeking reassurance about the security of their personal information when using a mobile payment app.
“With 44 percent of consumers reporting that they will decrease spending after the pandemic, leading brands are thinking about how they can position themselves for growth in a difficult market,” says Thompson. “The key to succeeding with online shopping at a time that people are feeling vulnerable is to offer wraparound value and to build and reinforce trust through a more human brand experience. Established retail brands have an advantage since consumers find it easier to shop online with brands they already know and trust in uncertain times.”
According to Thompson, some of the steps that brands can take to provide reassurance to consumers as they transition from offline to online include:
- Making the product tangible through virtual product tours, virtual shopping, unboxing videos and other techniques where human touch is visible.
- Using testimonials and peer reviews to build confidence in the brand.
- Offering transparency on product availability.
- Letting consumers choose the payment app or brand they trust to pay.
- Ensuring there is no friction or extra cost involved in order collections and deliveries.
- Communicating hygiene measures to consumers and enforcing them with logistics partners.
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