Aspect Software – enterprise workforce optimisation provider – announced that the UK retail industry could be losing millions of pounds from online sales as 52 per cent of retailers fail to act on customers abandoning their full baskets.
Despite the majority of the 150 UK retailers surveyed agreeing that recouping abandoned baskets would increase their online sales, only 37 per cent are employing the use of technology in contact centres, such as sending personalised emails to customers, to do so.
On average, retailers claimed sales increased by, or expected them to increase by, 13 per cent a year. However, 12 per cent of retailers say they have no plans to introduce a recuperation strategy. The survey also discovered mobile applications and SMS prove to be popular channels as 46 per cent of retailers will purchase mobile applications by the end of 2014.
“With nine in ten medium to large UK retailers expected to trade through more than one channel by 2014, retailers are increasingly investing in online technology and resources to battle the effects of the double-dip recession and the closure of 14 psychical outlets per day,” explained head of retail accounts at Aspect, Richard Piatkowski.
He added: “There are UK retailers using customer engagement technology in some pretty clever ways. In the past, I think it is fair to say that retailers weren’t great at making the most of their online presence, but today’s consumer just won’t accept bog-standard ‘we will get back to you within 48 hours‘ type emails any longer. Those adapting and improving their services are those surviving.”