Retailers have failed to optimise targeted sales on their web sites, according to a survey of 103 top UK retailers, which sell through more than one channel, including stores, online and call centres.
The research was carried out across a range of sectors, including clothing, footwear, toys and electrical goods by retail specialist consultancy Zendor.
The aim was to review the effectiveness of retailers using the web to boost order values via online marketing.
It found that multi-channel retailers are not taking advantage of cross-selling opportunities or promoting the sale of premium products. Of the minority who do cross-sell on their sites, many are not using the channel to its full potential.
The figures are startling. More than 59 per cent of retailers' web sites are not used to cross-sell. This means that most have not maximised their product range or tried to drive either sales or ROI, all of which could be achieved through targeted sales online.
Of the multi-channel retailers that do cross-sell or up-sell online, the majority are failing to make the most of this technique. Only a third are optimising order-building opportunities through applied targeted sales techniques during the browsing and point-of-sale stages. The majority (27 per cent) just stick to promoting products during the browsing process, while the remainder (14 per cent) only push products at the buying point.
Simon Weigh, Zendor's channel development manager, commented: "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 web site and enjoy their online shopping experience without being barraged."
He added: "The basket stage is also a prime opportunity as the customer is ready to purchase with their credit card in hand and last-minute impulse buying can be encouraged."
According to Zendor, some web retailers suggest that up to five per cent of customers take advantage of cross- or up-selling. A survey by Monkrynski & Associates found that up to 20 per cent of mail-order customers who place an order through a call centre agree to buy an add-on product.
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