Next, how customers reacted to each of these factors was analyzed. Please note that the figures written on top of the bar charts are in percentages.
Factor 1 – Ability to track the order online
97 % of the respondents felt this was very important to them after they had placed an order for a product. With very few disagreements, this definitely is something online fashion retailers must be careful about.
Factor 5 – Flexibility to re-route packages to another destination
Respondents who made such purchases were mainly working professionals and living single. Thus, for them it was important that the order that was to be delivered, to be delivered where they were i. e. either home or office. About 65 % of the respondents said that this facility would be very convenient for them.
60 50 40 30 20 10 0 |
30.39
Extremely important
|
53.92
Very important
|
14.7
Somewhat important
|
0 0 0.98 0
Neutral
Somewhat Very Unimportant Unimportant
Not at all important
|
40.00 35.00 30.00 25.00 20.00 15.00 10.00 5.00 0.00
9.80
Extremely important
21.57
Very important
34.31
Somewhat important
|
16.67
Neutral
|
12.75
4.90
Somewhat Very Unimportant Unimportant
0.00
Not at all important
|
Factor 2 – Clear return policy mentioned explicitly on the web site
In online fashion products purchase, returns were cited as very important to buyers due to possible reasons of size mismatch, the colour and attributes shown on the web not being the same to the delivered item among others. Again about 94 % of the respondents felt that clear and explicit returns policy mentioned was important to them and increased the credibility of the retailer.
60 50 40 30 20 10 0
20.59
Extremely important
49.02
Very important
28.43
Somewhat important
3.92 0.98 0.98 0
Neutral Somewhat Very Unimportant Unimportant
Not at all important
Factor 3 – Ease of making returns and exchanges
Consistent with the above finding, around 90 % felt that returns process should be easy and hassle free for an overall smooth experience
60 50 40 30 20 10 0 Extremely important
49.02
19.61 22.55
Very important
Somewhat important
5.88
Neutral
2.94 0 0
Somewhat Very Unimportant Unimportant
Factor 4 – Flexibility to choose delivery dates
Not at all important
81 % of the respondents wanted the freedom to choose flexible delivery dates to match their schedule at office.
40.00 35.00 30.00 25.00 20.00 15.00 10.00 5.00 0.00
12.75
Extremely important
35.29
Very important
32.35
Somewhat important
12.75
Neutral
5.88
0.98 0.00 Somewhat Very Unimportant Unimportant
Not at all important
2.2 OTHER FACTORS THAT RESPONDENTS FELT WERE IMPORTANT
Other than the above factors, respondents were asked to list any other factors which they considered important. The responses recorded were:
! Choice for mode of payment
! Gift packing
! Reassuring customer service on call
! Should be able to deliver product after order is placed. Sometimes after the order is placed, they send regret mails.
! Ability to track and smooth experience
! Timely delivery
! Keeping the user updated when the delivery package changes hands via email, SMS, etc.
2.3 TRACKING OF ORDERS MADE ONLINE Having established, that tracking orders made online are important factors for a customer, from previous literature review, the respondents were given various options of tracking and asked to rate them on the basis of importance.
Refer to Exhibit 7 for the result
Exhibit 7 Preferences for tracking of orders made online
19 %
18 %
19 %
23 %
21 %
A text message alerting me when my shipment will be delivered
E-mail or SMS Tracking notification with a tracking number
Ability to track shipment with mobile service
Ability to track shipment directly on the retailer’ s website
An easy to find customer care number which I can call
The following options are stated in the order of convenience to the customer:
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