As a result, PwC's report reveals that Chinese consumers have unique consumer confidence drivers with regards to e-commerce:
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Good prices (56%)
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Trust built with the brand (40%)
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A good returns policy (35%)
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Superior online customer reviews (34%)
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Fast and reliable delivery (31%)
Interestingly, the value placed on these factors globally are lower across the board, except for pricing which is weighted slightly higher at 57%. Customer reviews are of significantly lower importance globally, at only 15%.
Additionally, the preference for e-commerce does not mean Chinese consumers devalue personal service:
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76% of Chinese consumers say knowledgeable sales staff are important, or very important.
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70% of Chinese consumers say that real-time personalized offers, tailored to their needs are important or very important.
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62% say self-service checkout is important or very important.
Online brands are finding ways to satisfy this desire for personalization through applied data analytics and innovative services.
Some of the features consumers value in brick-and-mortar retail can also be adapted to online and mobile shopping, particularly in a travel context. For example, while a brick and mortar travel agency may be able to offer personalized service, new travel technology trends focus on tailored offers. Digital platforms can be enriched with a greater variety of content which might help consumers visualize and anticipate their travel experience, including with multi-media. Interactive visual media can go beyond what paper catalogues might offer. And the digital shop is open 24 hours a day, every day of the week, giving consumers time to ponder a high involvement purchase like travel. Additionally, with social media contacts and consumer reviews, travel companies can also offer greater context to the travel planning process.
The majority of Chinese consumers (68%) value seeing an extended range of products, and 63% value an inviting ambiance. Digital platforms with a content-rich interface, which make browsing a large range of offerings easy, and completing the purchase seamless, may appeal to these same consumers.