Third of UK Online Shoppers Unhappy With Service, Survey Reveals

June 17, 20195min

A new study shows that Brits are quick to complain online following a bad ecommerce encounter.

The survey of 2,000 UK customers by retail operations platform Brightpearl found that almost a third of shoppers have left a negative review online, with nearly seven in 10 having done so in the last year. Seventy-six percent of those surveyed will also share a negative retail experience with someone else they know to warn them off a particular brand.

In the digital age, consumers are quicker to take to social media or online review sites to share their anger or dissatisfaction, but even those who don’t vent wish they had.

Fifty-five percent of Brits are yet to leave a negative review of a company online, but the same percentage regret missing out on the opportunity to air their grievances with the brand or retailer when they’ve had a poor shopping experience.

Derek O’Carroll, CEO of Brightpearl, said: “Brits are famously awkward and averse to confrontation and complaining, but, with the rise of so many avenues for customer feedback, from online forms to social media, those habits appear to be changing. Consumers have started exercising their right to have a moan when they receive sub-par service – and brands need to start paying closer attention.”

The research reveals that online consumers are becoming more reliant on the feedback of other shoppers to support their decision making.

Forty-six percent of respondents regularly check star ratings for online retailers before buying from them, and two-in-five consumers have been put off a brand or a retailer they might have shopped with – by a single unfavourable review.

Thirty percent of shoppers do look more favourably on retailers who actively respond to negative reviews posted about their services online.

Meanwhile, 55 percent admit they would also be likely to spend more money with an online outlet which had ‘excellent’ reviews or star ratings. Brits believe they would be willing to spend as much as 22 percent more with a brand or retailer which has received mostly ‘excellent’ reviews than one which has been reviewed less favourably.

However, on average, UK customers want a brand or retailer to have a whopping 30 positive online reviews before they’d trust it enough to part with their cash, and anything rated below four out of five stars is generally considered negative by discerning consumers – with shoppers becoming highly dubious about shopping with any brand that has more than five negative reviews.

“From our research, it is clear that a positive review – or 30 – can make a huge difference in the choices consumers make when it comes to selecting a brand or retailer,” Derek continued.

“It is also important for retailers to be aware of the wide-ranging impact a negative review can have on their business, as well as understanding where those problems are coming from – whether it’s items not arriving on time or at all, to lack of delivery updates or cancelled purchases. Customers pay attention to middling and lower reviews, resulting in lost sales opportunities and potentially damaged reputation. The best approach to negative reviews is to identify and fix the issues that can lead to unhappy shopping experiences.”

Paul Ainsworth

Paul Ainsworth

Experienced Irish journalist and former newspaper editor now helming executive editorial duties with Customer Experience Magazine, the UK's premier online source for Customer Experience news, features, and opinion, along with its sister site, CXM World.

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