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SAP study shows Hong Kong online shoppers crave easy return services

An SAP Consumer Propensity Study has found that easy exchange and return services top the wish lists of Hong Kong online shoppers.

More than 1000 online shoppers in Hong Kong were surveyed in the SAP study as part of a study of 20,000 consumers worldwide. Answers revealed that local shoppers are more decisive than the world average, with 64 per cent of customers completing their purchases within the same day.

The results suggest that e-retailers seeking to provide better customer experiences should simplify return and exchange services, include price comparison and product specification tools, and offer a selection of sizes and types to try-before-you-buy. They also identified key shopping drivers as being notified of discounts or promotions both prior to and during purchases, as well as receiving timely responses to queries.

Hong Kongers are just as likely as people from other countries to abandon their virtual shopping carts, often due to unexpectedly high shipping costs, lack of promotions, and wanting only to check prices before buying elsewhere.

GM of Greater China of SAP customer experience Frank Zhang said the results point toward a deeper demand from Hong Kong consumers for “engaging yet simplified buying experiences tailored to their individual needs and lifestyles,” which extends to ongoing service and support.

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