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One-in-three online consumers frustrated by inaccurate retailer search adverts

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By The Drum Team, Editorial

June 22, 2011 | 2 min read

Almost one-in-three online consumers have found inaccurate pricing in search ads from retailers, new research has found.

According to a YouGov survey conducted by Keybroker, 42% of online consumers are being frustrated by wrongly priced online adverts and also by stock shortages on advertised products in online search adverts, potentially sending them to look at a competing offers.

Fredrik Holmén, MD of Keybroker UK says, “Retailers are failing to convert online sales opportunities because they are not adhering to some key campaign principles - keep the product prices you promote regularly updated, always ensure you have the stock to support each online advert and avoid onerous delivery terms becoming the final barrier to making a sale.

“These results suggest retailers need to integrate their online marketing campaigns more closely with their back-end merchandising and inventory systems. This integration can be automated to help ensure that promoted stock is always available and that advertised prices are accurate. The good news is that there is clearly a growth opportunity for those online retailers who address these issues ahead of their competitors," said Holmén.

Around 2,000 adult online shoppers were consulted through the online survey.

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