A new study by ECC Cologne and Riverty highlights how fairness and transparency are becoming essential drivers of customer satisfaction in German online retail.
According to the report, "Fairness as a Success Factor in Online Retail", 94% of the 215 retailers surveyed consider respectful treatment of customers crucial, regardless of how much or how often they shop. When price complaints arise, 27% of retailers respond by immediately offering a solution.
Key aspects of fairness include:
- Transparent rules for discounts and promotions (89%)
- Uniform pricing policies (88%)
- Consistent communication on prices (85%)
- Open customer dialogue (84%)
The checkout process also plays a central role in customer retention. An overwhelming 93% of retailers agree it affects satisfaction, with 84% linking it to repeat business and 73% to new customer acquisition. Nearly half (46%) see a smooth checkout as a deterrent to cart abandonment, making a broad mix of payment options a strategic priority.
Retailers are also observing international competitors like Temu and Shein. Although many (85%) are wary of these platforms due to concerns over safety standards and transparency, 56% believe there are lessons to be learned, particularly in marketing strategies like social media ads and product presentation.
The study concludes that maintaining transparency and fairness isn't just good ethics, it's also good business.
Source: www.moebelmarkt.de