PROBLEM WITH THE CLAIM?

Almost two-thirds of Czechs have experience with complaints about goods they ordered on the Internet. If they encounter a problem, half are likely to choose another e-shop next time. This results from research by the consulting company Acomware, which focused on the purchasing decisions of domestic consumers. Among other things, his results confirm that people increasingly prefer sellers to have both a store and an e-shop. The share of mobile phone purchases also doubled.

Currently, 65 % Czechs have personal experience with complaints or returns of goods purchased on the Internet. In approximately 4 complaints out of 10, customers have reservations about the seller's procedure. The situation is even worse if the customer is not satisfied with the seller's approach or is not reimbursed for all costs, such as postage.

„A complaint is generally risky for the seller, as it can lead to the loss of the customer. Even if everything goes well, roughly 30 % customers will prefer to shop elsewhere next time.“

Jan Penkala, Acomware

 

"In such a case, up to half of customers will choose another store next time," adds Jan Penkala from the consulting company Acomware. Complaint experience is one of the results of consumer research conducted by the research agency Ipsos for the consulting company Acomware. The research was conducted in August 2018 on a sample of 808 online respondents aged 15 and over. His results show that Czechs have a positive attitude towards shopping on the Internet, but this does not mean that they resent traditional brick-and-mortar stores.

The preference for purchasing in an e-shop is higher for consumer electronics or books. Brick-and-mortar stores win again if we need groceries or drugstores. "However, the number of people who use both channels for shopping in a similar proportion is gradually increasing, currently it is at least one in three," explains Associate Professor Václav Stříteský from the Department of Marketing at the Faculty of Business Administration of the University of Economics in Prague. The way we shop is also changing. We already make 21 % purchases from a mobile phone, while two years ago it was only 11 %. For the younger generation under the age of 34, mobile purchases even make up a third of all sales.

At the same time, people do not doubt the benefits of such behavior. For example, 70 % people evaluate the visit to the store positively, saying that it really helped them choose a product. "This is directly related to the fact that almost three-quarters of Czechs are not satisfied if the e-shop does not have its own delivery point. At brick-and-mortar retailers, the absence of an online store bothers 60 % customers," adds Penkala.

If sellers try to reach out to us with various loyalty programs, we overwhelmingly prefer financial rewards, especially discounts on current or future purchases. "Customers hear significantly less about services such as priority access to sales or electronic storage of receipts. In principle, none of them will reach more than a quarter of customers," concludes Penkala.

media Contact

Kamil Gric

kamil.gric@acomware.cz

+420 737 289 527

About Acomware

Acomware is a specialized consulting company for e-commerce and digital marketing. Since 2002, he has been helping companies achieve the best possible results in his environment. It increases sales, builds new brands or improves customer care. The company's services are used by retail chains, e-shops and manufacturing companies.

The Czech e-commerce scene is a home for Acomware, which it is actively trying to develop and cultivate. He participates in the development and implementation of new tools and technologies, trains experts and enthusiasts. On the website www.acomware.cz publishes unique research and studies. He is the organizer of the Performance 2020, Emailing 2020 conferences and the Eshopista discussion cycle