Christmas is here/Business article for e-tailers

[Guest guest]

E-tailers must optimise websites now to be ready for online spending boom

this Christmas Monday September 3 2007

*UK e-commerce consultancy Logan Tod & Co. advises E-tailers to optimise

their websites now to ensure they are appealing to light shoppers - the

fastest-growing audience online - amid predictions of online spending

booming in 2007.*

 

With Christmas shopping only two months away, E-tailers must act now to

ensure websites are customer friendly and drive sales over the busiest time

of the retail year.

 

" Our research reveals that it is light shoppers that are set to drive most

of the predicted increase in online spend this Christmas, " says Mathew Tod,

CEO of Logan Tod & Co.

 

The study, carried out by YouGov, has found that light shoppers - those

whose online spend accounted for less than a quarter of their total

Christmas shopping spend - are set to increase online spend this year by

57%. This figure compares with an increase of only 28% for heavy shoppers,

whose online Christmas spend accounted for more than three quarters of total

purchases.

 

" The age range of light shoppers tends to fall predominantly in the over

50's region, whereas heavy shoppers spread fairly evenly from 18 to 50, "

adds Matthew Tod. " To maximise sales increases online, retailers must

therefore adapt their websites to suite the tastes of an older, more

affluent demographic. "

 

Light shoppers value simple, yet often overlooked, website features when

making purchasing decisions online. The top five features have been

identified as:

 

·Good site search function to help you find what you were looking for (67%)

 

·Well-written text that explains the product clearly with high quality

images (55%)

 

· Delivery options which are clear and convenient (44%)

 

· A site which is easy to navigate (42%)

 

· Product availability information that is clearly displayed (38%)

 

" Advanced features such as gift finders and product comparisons are not

highly sought after by older shoppers, who instead look for search

functionality, easy navigation and clear, well-written copy " , adds Matthew

Tod.

 

 

 

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Cheers!

Kathleen Petrides

The Woobey Queen

Http://www.woobeyworld.com