Students aren’t the only ones stressing out about going back to school.

In a report conduct by Harris Poll for performance analytics firm Soasta, 91 percent of parents polled who were making online purchases for back-to-school items cited more than one stress factor related to the experience.

Fifty-seven percent of respondents said shipping costs were a top stress factor while 51 percent cited out-of-stock inventory. And half of those polled said “not being able to see or test the product before buying” was stressful. Other stress factors cited include worries over credit card security (30 percent), slow page loading times (27 percent) and Web site page-crashes during transactions (25 percent).

Of those polled, 55 percent said they were shopping online for b-t-s items while 17 percent of respondents would do so using a smartphone or tablet. And by age group, Millennials were more likely to shop online than other demographics.

Regarding product sought, 36 percent said they were making online purchases of apparel while 33 percent for buying general school supplies. The survey was conducted in July and included 2,056 adults.

Brian Kilcourse, retail analyst at Retail Systems Research, said in a separate research report that companies are aware of the issues facing consumers’ online interactions. But there’s also a disconnect with the in-store experience as well, and the analyst was firm in his criticism of the industry.

“[Retailers] know their brand’s online experience trails consumer expectations, they know their in-store experience is even further behind, and they recognize the need to harmonize all of the various touchpoints they have in order to accommodate more advanced legions of shoppers,” Kilcourse explained. “The problem is defining what needs to be done to change. Retailers are happy with their online experiences, and they’re happy with their store experiences. They don’t see a lot of need to change either. With that inertia in place, it’s no wonder they also find it equally challenging to harmonize the two experiences.”

load comments
blog comments powered by Disqus