Not least the effects of the pandemic have further increased the importance of online sales. In the course of this, Interconnection Consulting conducted a mystery shopping test among 158 sun protection retailers in Germany. The results of the test show that the potential of online retailing is not yet optimally exploited in the industry.
The 158 sun protection retailers were questioned by Interconnection by mail, about a specific concern. The main concern of the mystery shopper was product recommendations for exterior sun protection and patio roofing. However, 65% of the responding retailers made neither a product recommendation for one nor the other. For about half of the companies (44.9%), an online enquiry alone is not sufficient. Only after a reminder email and telephone contact was the response rate 86.7%. Of the 137 responding traders, around 55% would like to have a telephone conversation and/or invite the customer to a personal meeting.
Quality of Service Leaves Much To Be Desired
The average response time was 3.9 days. Only about one in four dealers complies with the golden rule of the internet, with a reply within 24 hours. The enquiry not only contained a specific request, but also three additional questions (delivery time, assembly, guarantee). Almost two thirds of the dealers did not answer the three additional questions. Less than a quarter answer all three questions. Here, the importance of dealers answering questions is obviously underestimated.
Especially risk-averse prospects are lost due to unsatisfactory answers to the questions – explains Panorea Kaskani, the author of the study. – The study also shows that traders have very little interest in closing a deal. 86.1% of dealers who made an offer did not follow up, even though following up is an essential sales step in the customer acquisition process that should not be neglected.
Nearly half of the dealers took over 6 working days to submit an offer after initial contact. It was astonishing that not a single one of the dealers attempted cross-selling, although the market for sun protection delivers these opportunities, for example through insect and/or burglar protection.
