Forty-nine percent of catalog customers feel their Web sites offer reliable and accurate product search options, according to the Millard Group’s most recent Catalog Online Coop survey.
“Of the over 30,000 respondents to the April Coop Survey, 51% indicated that the site they were surveyed about was well laid out and easy to shop, and only 49% felt that the Web site offered reliable and accurate product search options,” said Lilliane LeBel , vice president of marketing services in a statement.
In addition, only 43% of respondents noted that they could quickly find the item they were searching for on the site. The survey also found that 51% of customers were dissatisfied with actual product descriptions provided via the site. Most notably, the “zoom” feature for enlarging the photo of the item was rated by an overwhelming 73% of respondents as “very important” when shopping online, indicating that they are trying to get as good a sense of the product features as possible.
But the quarterly online survey also showed that 61% of online shoppers are very satisfied with the quality of the merchandise they purchased from the catalog sites, up from 48% in the October 2003 survey.
There were 23 participating catalog titles in this survey.
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