Report reveals 10 biggest e-commerce blunders

[August 23rd 2000]

As retailers stampede to the e-commerce market hoping to strike gold, many are bombing out with consumers. A recent report by Internet strategy and marketing authority Resource Marketing, Inc., indicates that e-retailers are making glaring blunders that lead to a lacklustre customer experience.

"Many retailers aren't meeting the needs of demanding e-consumers," said Kelly Mooney, managing director of intelligence for Resource. "E-retailers are trying to be all things to all people and as a result their sites are too complex resulting in a frustrating, inconsistent experience. Companies need to focus on making their sites more useful and consumer friendly so consumers feel compelled to participate in a relationship."

Since 1997, Mooney and her team of "undercover" cybershoppers have been tracking the quality of the online customer experience. For the Summer 2000 study, Mooney examined fifty leading e-retailers on 500 consumer-based measures to determine the quality of their online customer experience. She then used the data to award medals to each site: gold for an exceptional customer experience, silver for good, and for those bringing up the rear, bombs.

According to the study, the 10 biggest bombs in various Web site categories include:

1. Navigation that goes nowhere

There are a lot of things shoppers can expect from any Wal-Mart store -- friendly greeters, a familiar store layout, and aisles stocked to the gills. What they wouldn't expect is to turn a corner and find a dark, empty aisle with no way out. Not only did we click on links at WALMART.COM that took us to dead-ends, but they were customer service links at that.

2. Pay-to-return policies

The great thing about return policies is the confidence they give customers. But Value America takes a new tack by making customers pay for this confidence. It charges a 15 percent restocking fee on undamaged return merchandise. At least it's openly stated in a policy so smart shoppers can steer clear.

3. No account, no convenience

With the technology at their fingertips and consumers' overwhelming demand for convenience, why in the world don't Williams-Sonoma and Zales offer account set-up? Customers won't bother coming back if they have to work so hard just to shop.

4. Deceptive post purchase spam

We were mildly annoyed when KBkids.com informed us that we were automatically signed up for the site's newsletter with our purchase. However, we nearly threw a temper tantrum when we received our first installation that said, "I am delighted you signed up to receive the KB Kids newsletter."

5. Accusatory error messages

All sites still struggle with adopting consumer-friendly language on the Web. After making a selection at J.C. Penney, we were warned that we'd requested an "invalid combination." Adding to our disappointment that they didn't have what we wanted, they essentially blamed us for choosing the wrong item.

6. Inaccessible, unhelpful call centres

A big WHOOPS for BlueLight.com. When we called the customer service phone number from the Web site, it had been disconnected. We sent an email, and they responded with a different phone number -- also disconnected. When we finally got them on the phone, the rep said, "Well, the phone number is printed on the free Internet service CD." Oh, that packaging we threw away months ago.

7. Forgetful reminder services

At first we thought Eddie Bauer blew it again when its gift reminder service missed an important June birthday we'd scheduled. We had experienced this before with the site. Then, in mid-July, it reminded us about a date in December -- one we'd set up a year ago and never received. With all of the reminder time period options the site offers, four months ahead is not one of them.

8. The big dump

E-retailers try different tactics to overcome the abandoned shopping cart epidemic that plagues the industry. Some try to eliminate the problem by improving customer service. Others try to fix it with 30-day limits or offering alternative shopping carts for items customers might buy at a later date. And then there's iQVC.com -- it just dumps out any cart that's been idle for 30 minutes.

9. Strong brands, weak promises

While its namesake Web site looks and feels like a Crate and Barrel store or catalogue, it definitely doesn't act like one yet. It says customers can order catalogue items off the Web, but only a handful of items are available. And despite its offline popularity as a gift registry, it doesn't let customers create registries online -- dumb luck if you don't live in a city cool enough for a Crate and Barrel store.

10. A fizzling finale

Our last purchase from Furniture.com came in an IBM box, with no indication of who had sent the item. This time we ordered three packages; two had packing slips from the manufacturer with no mention of the retailer, the third said that it was "sold to" Furniture.com -- confusing to any shopper.

Links
Resource E-commerce Watch		http://www.ecommercewatch.resource.com