Websites which fail to provide a rapid retailing experience – following the adage of faster, smarter and cheaper – are likely to be left behind as shoppers become increasingly impatient about doing business online.
That is the key finding of a 2,000-adult YouGov survey, commissioned by Cable & Wireless Worldwide, which found that delays of just seconds can make the difference between success and failure.
Spurred on by the instant nature of digital technology and the growth of mobile devices, the study shows consumers expect instant access to product information and want to move effortlessly between mobile and online retail channels.
Price continues to be crucial, with more than half those surveyed saying cheap prices are their number one priority when choosing a retailer.
The desire for a rapid experience is underscored by a lack of tolerance for slow websites, with nearly half (46%) of shoppers saying they will switch to another website if they experience even a 30-second delay.
They also want very short delivery times, with three quarters expecting deliveries to arrive within two days of order.
Cable & Wireless Worldwide director of retail, leisure and logistics Diane McAuliffe said: “Retailers are operating in a world where speed and convenience are determining shopper behaviour. It’s a big shift and retailers that want to remain competitive must adapt and provide a ‘rapid retailing’ experience.”
