New research released by global product and service design company Foolproof, a Zensar company, has identified that 43% of UK shoppers are shunning online Christmas gifting options offered by retailers, in favour of a lengthy and convoluted DIY process as digital experiences fall short of expectations.
The insight has highlighted that shoppers are not satisfied that retail gifting options will make it easy for them to spread Christmas cheer to the loved ones they will not be able to see this year.
Chaitanya Rajebahadur (Chai), Executive Vice-president and Head of Europe, Zensar said: “During the pandemic, e-commerce has boomed in the region, and retailers have been quick to prioritise their online store models, yet online gifting remains a largely untapped opportunity. Retailers here should seize this moment to innovate and deliver a more personalised approach for their customers that creates immersive experiences for them.”
George Ioannou, Managing Partner, Foolproof added: “Customers want personalised and easy to use experiences from retailers. This is as true for gifting as it is for any retail experience. As we have seen in the constant struggle between high street and online retail, those who build meaningful connections with their customers flourish, while those that continue to ignore the needs of the consumer become obsolete.”
Research reveals over 40% of consumers are looking for a more helpful approach to Christmas gifting options from retailers, with the current experience over-complicating an already challenging festive season. 30% of UK consumers will choose to purchase gifts, wrap them themselves at home, and then send them on to the recipient via a postal service. The study also found that a further 13% of
participants are doing the same with physical gift vouchers, in order for recipients to have them in time for December 25.
These DIY processes signal that in-person and online retail isn’t making it as easy or obvious for customers to purchase gifts and have them sent to directly to the gift recipient. With many of these purchases being made online, this represents a doubling-up of packaging and delivery costs. This is money going to logistics providers and mail services, which could be captured by the retailer at the point of sale, if they could add a little more magic to the online gifting experience.
Zensar Technologies Ltd ended at Rs260.25 per piece up by Rs28.85 or 12.47% from its previous closing of Rs231.40 per piece on the BSE.