36 per cent of shoppers feel desperate buying things at Christmas, 56 per cent are more likely to use a retailer they’ve never used before and 78 per cent admit they should do more research into the online retailers they use at Christmas.
- Trustpilot reveals most common cause of negative reviews at Christmas is bad customer service, and lists the top ways retailers can win customers back
- Vast majority of shoppers would use a retailer again after leaving a negative review if the company addressed their concerns, with a freebie or discount the most popular way for retailers to bounce back
Half of Brits (51 per cent) – equivalent to more than 26 million shoppers – feel they’re more likely to get ripped off when shopping online at Christmas than any other time of the year, new research from the global online review community Trustpilot reveals. The research, which examines shopping behaviour during the Christmas season, also reveals that the pressures of finding the perfect present cause us to take risks during the Christmas shopping season that we wouldn’t otherwise take.
Three quarters (78 per cent) of shoppers admitted they should be doing more research into the online retailers they use at Christmas, while just over a third (36 per cent) feel desperate while buying things at Christmas, and 56 per cent are more likely to use a retailer they’ve never used before in the hunt to find the perfect gift.
Trustpilot’s research also reveals the most common causes of negative reviews at Christmas time, with bad customer service topping the list with two thirds (65 per cent) of UK shoppers saying they will write a negative review if they receive unsatisfactory service.
Other common motivations include items arriving damaged, causing 62 per cent to leave a bad review, while late delivery will cause just over half of shoppers (53 per cent) to vent their frustrations online. However, the research also reveals that a huge majority of shoppers (84 per cent) would use a retailer again after leaving a negative review if the company addressed their concerns.
COMMON CHRISTMAS COMPLAINTS:
| Bad customer service | 65% |
| Items arriving damaged | 62% |
| Quality of goods being below expectation | 60% |
| Late delivery | 53% |
| Cost of delivery | 27% |
| Websites being slow and difficult to use | 23% |
| Staff lacking knowledge | 22% |
| Goods being too expensive | 21% |
| Item not being in stock | 20% |
| Delivery options not being flexible enough | 13% |
The research shows that online reviews are a popular way in which people figure out what to buy and where to buy it at Christmas, with 62 per cent saying they were more likely to use an online review to research a product or retailer at Christmas than any other times of the year. However it also reveals that a negative review is by no means the end of the road for a retailer, particularly if they reply to reviews in a way that addresses customer concerns.
Upon receiving a negative review, the most popular way in which retailers can win customers back is by offering a refund, discount or freebie, with more than two thirds (70 per cent) saying retailers could win back their trust by doing so.
Over half of shoppers (55 per cent) said retailers could rebuild their trust by offering an apology, while 46 per cent of customers said they would be satisfied if the company simply responded to their online review to let them know their concerns had been heard.
BEST WAY FOR RETAILERS TO RECOVER FROM A NEGATIVE REVIEW:
| Refund, discount or freebie | 70% |
| An apology from the retailer | 55% |
| A response to the review letting you know your concerns were being heard | 46% |
| A discount on the next purchase | 42% |
| Free delivery on next item ordered | 35% |
| An email asking for feedback on your experience | 24% |
James Westlake, UK country head at Trustpilot, said: “Christmas can be a stressful time for shoppers, which makes it a much bigger problem when things go wrong. Customers are on edge, doing a lot more shopping than usual and they’ve got a hard deadline to work to. On the other side, retailers are under more strain than at any other period in the year, which means that, unfortunately, sometimes mistakes will happen.
“Of course, bad customer service is never going to leave shoppers with a great impression, but what our research demonstrates is it’s the way in which retailers react to a negative online review that matters in the long run. Here at Trustpilot we often provide advice to our clients to help them react to a negative review in a way that will help them maintain a good relationship with their customers. While it may be unsurprising that customers are most interested in a freebie or a discount, it’s interesting that 46 per cent feel retailers can win back their trust simply by replying to their review to let them know their concerns have been heard.
“Mistakes will happen, particularly at busy, stressful times like Christmas, but it’s how retailers deal with them that counts. Customers are for life, not just for Christmas, and those retailers that prioritise, listen and engage with their customers will carry them happily through the Christmas season and into the New Year.”
