Online retail is at an all time high. Unfortunately so are complaints from customers. We worked with the psychology department at Goldsmiths University in London to find out what's really going on inside our brains when we shop and why we're all getting frustrated.
A brief explanation of what we did and what we discovered.
Watch the video
Watch the video to learn more.
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6 minute read
Scientific methodology
A deep dive into the science, for the proud geeks among us.
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4 minute read
The experts
Meet the brains behind the study.
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6 minute read
Top of the flops
Five retail experiences customers hate most.
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6 minute read
Top of the shops
Five building blocks of success for online retailers.
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6 minute read
In a nutshell
What this research tells us about the future of retail.
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Let's get quizzical
Play the game and discover what gets you riled up.
Quiz
Question 1 of 7
You're waiting in an online queue for tickets that are in high demand - you're finally 'next in the queue' but then the site crashes and you're done for.
How frustrating would you rank this scenario on a scale of 1-7 (1 = not frustrating and 7 = extremely frustrating).
Question 2 of 7
You’ve saved up for months to treat yourself after reaching a personal goal, but it never arrives and you find out later that the company sent it to the wrong address.
How frustrating would you rank this scenario on a scale of 1-7 (1 = not frustrating and 7 = extremely frustrating).
Question 3 of 7
You've ordered some formal clothing for an upcoming wedding. It should arrive the day before the event but it doesn’t turn up until after the wedding.
How frustrating would you rank this scenario on a scale of 1-7 (1 = not frustrating and 7 = extremely frustrating).
Question 4 of 7
When spending time selecting a birthday present for a friend, your card is declined without explanation.
How frustrating would you rank this scenario on a scale of 1-7 (1 = not frustrating and 7 = extremely frustrating).
Question 5 of 7
You have been eagerly awaiting the arrival of a package. The driver can’t find your location, so they take your delivery back to the depot and you have to arrange for a second delivery.
How frustrating would you rank this scenario on a scale of 1-7 (1 = not frustrating and 7 = extremely frustrating).
Question 6 of 7
You're trying to change your internet provider for a better deal and are told that your address 'cannot be found', despite all the other addresses in your street or block being listed, so you can't make the switch.
How frustrating would you rank this scenario on a scale of 1-7 (1 = not frustrating and 7 = extremely frustrating).
Question 7 of 7
With all that in mind, how many bad online shopping experiences would cause you to give up on your favourite retailer?