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UK Digital Buyers Prefer Email Communications from Retailers

Having an easy to navigate website is also important

November 6, 2015

Email continues to be a reliable tactic for retailers looking to reach consumers. And, according to a July 2015 survey, UK digital buyers prefer this method when receiving communications from retailers.

Preferred Methods for Receiving Communications from Retailers According to UK Digital Buyers, July 2015 (% of respondents)

Ecommerce solutions provider Tryzens surveyed 1,000 consumers—600 women and 400 men—ages 16 and older, who had made a digital purchase in the past three months. The survey found that search engines were the primary source consumers used to find a retailer’s website or promotion; almost half (48%) of UK digital buyers used this method. Email, however, was not far behind, with 42% of respondents surveyed relying on it.

These digital buyers also preferred email when receiving communications from retailers. More than three-quarters of online buyers indicated so.

When it came to the primary retail site that digital buyers purchased from, more than half (59%) of respondents chose Amazon. Furthermore, 22% purchased mostly from other retailers, including IKEA, B&Q and Boots. However, 77% of those same respondents also found those other retailers to be most difficult to use.

Therefore, even popular retailers should have websites that are easy to use—especially since consumers expect it. As a matter of fact, almost all UK digital buyers polled said that being able to navigate easily on a website across multiple devices was an important ecommerce feature. The consensus was almost equally strong among women (99%) and men (97%). Both genders also agreed that access to the best prices, an effective search engine, free delivery and a simple return service were key features of ecommerce sites.

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