Zendor Finds Retailers' Websites are Failing to Optimise Targeted Selling Opportunities

Released on = August 2, 2005, 1:32 am

Press Release Author = Zendor

Industry =

Press Release Summary = Zendor have surveyed 103 of the top UK multi-channel retailers across a range of industry sectors to view how each of the websites
optimise selling opportunities.

Press Release Body = Many multi-channel retailers are failing to use their websites effectively to optimise the targeted selling opportunities available to them. Order building through cross selling (suggesting low value add-on items) or up selling
(suggesting premium products) is not being taken advantage of by many transactional websites. Of the minority who do cross or up sell on their websites, many are still not making the most of the benefits that online selling offers. Zendor, the fulfilment and distance shopping expert, conducted website research to review the effectiveness of retailers to increase order values through carefully selected online marketing techniques.

Zendor's recent survey included 103 of the top UK multi channel retailers with two or more channels i.e. store, website, catalogue and call centre, across a range of industry sectors including clothing, footwear, toys and electricals. The research reveals that of those retailers selling via more than one channel, many are not maximising the potential to cross or up sell to customers.

Zendor found that over half (59%) of the retailers' websites are not being used effectively to order build. This means the majority do not recognise the
opportunities that online retailing offers them especially in terms of maximising the visibility of product range, driving sales and return on investment, all of which can be driven by targeted selling online.

Of the multi-channel retailers (41%) who do cross or up sell on their websites, the majority are still not making the most of this online marketing technique. Only a third of these retailers are optimising order building opportunities by applying targeted selling techniques during the browsing process and at point-of-sale. The majority favour just the browsing process for cross/up-selling, while the rest (14%)
implemented the technique at point-of-sale or check-out.

Simon Weigh, Zendor's Channel Development Manager, comments, "It is surprising that
multi-channel retailers are failing to take advantage of the Internet to drive up average order values. Targeted selling can be unobtrusive, allowing customers to browse the website and enjoy their online shopping experience without being barraged. The basket stage is also a prime opportunity as customers are ready to purchase with credit card in hand and any last-minute impulse buying can be
encouraged."

Whilst industry experts suggest that 2-3% of customers take advantage of cross or up-selling, some web retailers have calculated that this number may actually be as high as 5%. As many as 20% of mail order customers placing an order with a call
centre accept an add-on to their order (Mokrynski & Associates survey). So multi-channel retailers could be looking to drive similar results online by
employing carefully targeted selling techniques and enjoying as much success by, for example, displaying a suit with a matching shirt and tie, as a call centre operator could when offering batteries to accompany an alarm clock.

Web Site = www.zendor.com

Contact Details = Zendor,
Bridgewater House,
58-60 Whitworth Street,
Manchester
M1 6LT
Tel: +44 (0) 161 237 4900
Fax: +44 (0) 161 237 4932
E-mail: curious@zendor.com