With the growing demand for online shopping accelerated by the pandemic and businesses in nearly every sector adjusting to the new normal, retail has reached a tipping point. And yet, simply having an online presence isn’t enough. Fierce competition and unpredictable global economic forces, create new challenges for online retailers as they aim to emulate the in-store shopping experience online, from cart to door.
To help retailers overcome this challenge, our team collaborated with the psychology department at Goldsmiths University and neuroscientist, and author of Sort Your Brain Out, Dr. Jack Lewis, to measure how our brains and bodies respond to online shopping experiences. The study observed a range of scenarios that could cause frustration, defining frustration as the emotional state a consumer experiences when trying to reach a goal only to encounter an obstacle that temporarily or permanently thwarts their progress.
Study participants were fitted with 64 electrodes, evenly distributed across their scalp surface, helping psychologists and neuroscientists “eavesdrop” on the mass action of millions of electrical messages being sent from one part of the brain to another at over 200 mph.
So which retail experiences left consumers so frustrated that they avoided returning to that online retailer?
Three of the top five frustrations come down to inaccurate address data or lost and late delivery. Anecdotally, when asked to recall which scenarios they found particularly annoying from the experiment, participants most often cited delivery problems, suggesting how prevalent these are in their everyday lives.
Avoiding Customer Frustration: Building Blocks for Success
Fortunately, the most common eCommerce failures are avoidable. With that in mind, these four best practices can help retailers avoid top consumer frustrations.
The extremely frustrating scenarios in the experiment were found to cause strong revulsion in the minds of consumers, suggesting customers who have a poor experience leave with their brains telling them to actively avoid returning to that online retailer again. When people experience extreme frustration with a specific brand or online retailer, the expression “once bitten, twice shy” springs to mind. In most cases, they simply won’t return.
The science of retail frustration doesn’t have an easy solution, of course. However, retailers should never lose sight of the fundamentals when it comes to building an effective online presence.
This article was first published on RetailITinsights