Online retailers failing to provide for Scots who shop at night

Research by Yonder Digital Group reveals that Scottish consumers favour mid-night shopping sprees

A third (33%) of consumers in Scotland prefer to shop online after 8pm and going into the wee small hours rather than at any other time of the day, according to new research from Yonder Digital Group.
However, the firm claims online retailers across the UK are not catering to Scotland’s ‘Vampire’ shoppers, with 72% failing to provide live customer query handling online or over the phone after this watershed.  
It says only 44% of people living in Scotland are actually doing their online shopping between ‘regular’ business hours. Yonder says given that Scotland alone has a population of more than 5 million people it means retailers can’t afford to drop the ball at the most popular times for shopping, namely late at night.
To take the pulse of the level of customer experience UK shoppers are enjoying from the most popular online retailers at the time they prefer to actually do their shopping, Yonder Digital Group commissioned research canvassing the opinions of more than 2,000 consumers and found that the majority favour weekday shopping to weekends and that over a quarter in the UK are evening shoppers. The research also found that live agent support is rarely available after 8:30pm.
Yonder says that wth people living in a time-poor society it comes as no surprise that after a long day at work and a relentless commute home people are less inclined to traipse around the shops, whether they are looking for a niche or hard to find product, or they just want to browse – the thought can often be overwhelming.
It claims this explains why one in three Brits are spending more money during their night-time shopping sprees then they did five years ago. Marry this trend with the popularity of smartphones and tablets, then it is a no brainer why people would rather do their shopping while sitting on their couch watching their favourite TV show.
Chris Robinson, Yonder Digital Group CEO, said: “It’s evident that online retailers are missing a trick here; an increasing amount of people are not being catered for and cannot access live agent support at a critical time when they are shopping online late at night.
“The fact is that if retailers fail to help ‘night-owl’ shoppers they might abandon their basket and purchase from another competitor that does provide them with timely support.
 “Online retailers don’t necessarily need to provide live agent support round the clock to solve the problem and rescue those abandoned baskets, but what they do need is to carry out thorough analysis of their customer data and understand when there are peaks in demand for live agent support.
“By understanding the customer journey to purchase better, online retailers will be able to strategically plan which resources to deploy and when they are most profitable, thus improving customer satisfaction and growing revenues.”
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