Study: Complicated online checkouts discourage consumers
Complicated online checkout is taking a toll on digital sales — and long-term customer loyalty.
Eighty-seven percent (87%) of online shoppers will abandon their carts during the checkout process if it is too long or too complicated. In addition to abandoning their carts, 55% of consumers would never return to that retailer’s site, according to new data from Splitit.
Cart abandonment rates hover at about 70% overall, and older shoppers seem to have the least patience. For example, 90% of those aged 55 and older would not complete a long or complicated checkout process. This is compared to 83% of millennials, who said they would not follow through with a lengthy checkout.
Meanwhile, a mere 7% of those over the age of 55 would exit a lengthy checkout but return to the site later, compared to only 12% of millennials.
Excessive advertisements in the checkout process also make consumers less inclined to complete an online purchase, with 25% of respondents citing it as the reason for abandoning their carts. Millennials were less bothered by ads, with only 19% reporting that too many ads during the checkout process would cause them to abandon their cart. This contrasts with 28% of those aged 45 and older who would abandon their cart if they felt there were too many ads.
“With cart abandonment rates so high, retailers still have work to do in streamlining the online shopping experience,” said Gil Don, CEO and co-founder of Splitit.
“While consumers appreciate having options, it is essential that the checkout process is seamless, at the risk of permanently losing customers,” he said. “Online merchants must be sure to include clear and easy ways to enter customer details, choose delivery options and make payments, while ensuring that the process does not become cumbersome for the shopper.”
Rite Aid Foundation donates $50K to assist California wildfire relief efforts
The Rite Aid Foundation announced that it had made a $50,000 donation to the American Red Cross in order to help those affected by the Northern California wildfires.
“Spanning nearly 300,000 acres and showing no sign of containment, the Northern California wildfires have officially been designated the worst in state history,” Tracy Henderson, director of The Rite Aid Foundation and charitable giving initiatives, said. “While the full effect of the wildfires is not known today, it’s clear that the need will be great. The Rite Aid Foundation is proud to support the American Red Cross in its efforts to help the people and communities most affected.”
Since its inception in 2001, the Rite Aid Foundation has awarded nearly $39 million to non-profit organizations and has raised $87 million for Children’s Miracle Network Hospitals since 1994.
“Thanks to the generosity of The Rite Aid Foundation, the Red Cross is able to shelter, feed and provide emotional support to the people affected by the California wildfires as they work to rebuild their lives,” Elizabeth Penniman, vice president of communications at the American Red Cross, said.
Publix makes $5M donation to combat hunger
Publix is looking to help communities in need.
The Lakeland, Fla.-based company announced that it would be donating $5 million to more than 240 nonprofit organizations, including Feeding America member food banks that focus on alleviating hunger.
“For more than 50 years, we have been nourishing the communities in which Publix operates,” Carol Jenkins Barnett, president of Publix Super Markets Charities, said. “Through these efforts, we’ve supported the plight of the hungry and homeless, recognizing the importance of proper nutrition and the access to food. Children, seniors and families should never have to wonder where they will find their next meal. Our Foundation is dedicated to providing more meals and giving more hope to our communities.”
The retailer will award a gift card between $20,000 to $15,000 from its Publix Super Markets Charities to locations in various states. Those on the company’s lost include:
- Alabama’s Feeding Gulf Coast in Theodore, Food Bank of North Alabama in Huntsville, Montgomery Area Food Bank in Montgomery and the Community Food Bank of Central Alabama in Birmingham;
- Florida’s All Faiths Food Bank in Sarasota, America’s Second Harvest of the Big Bend in Tallahassee, Feeding Northeast Florida in Jacksonville, Feeding South Florida in Pembroke Park, Feeding Tampa Bay in Tampa, Harry Chapin Food Bank of Southwest Florida in Fort Myers, Second Harvest Food Bank of Central Florida in Orlando and the Treasure Coast Food Bank in Fort Pierce;
- Georgia’s Second Harvest of South Georgia in Valdosta, Middle Georgia Community Food Bank in Macon, Golden Harvest Food Bank in Augusta, Food Bank of Northeast Georgia in Athens, Feeding the Valley in Midland, Atlanta Community Food Bank and America’s Second Harvest of Coastal Georgia in Savannah;
- North Carolina’s Action Pathways in Fayetteville, Food Bank of Central and Eastern North Carolina in Raleigh, Manna Food Bank in Asheville, Inter-Faith Food Shuffle in Raleigh, Second Harvest Food Bank of Metrolina in Charlotte and Second Harvest Food Bank of Northwest North Carolina in Winston-Salem;
- South Carolina’s Harvest Hope Food Bank in Columbia and Lowcountry Food Bank in Charleston;
- Tennessee’s Chattanooga Area Food Bank, Second Harvest Food Bank of East Tennessee in Maryville, Second Harvest Food Bank of Middle Tennessee in Nashville and Second Harvest Food Bank of Northeast Tennessee in Greeneville; and
- Virginia’s FeedMore in Richmond.
“Feeding America is thankful to Publix and Publix Charities for their long-standing commitment to fighting hunger in communities across the southeast,” Matt Knott, president of Feeding America, said. “One in eight Americans are at risk of hunger. This investment in programs and infrastructure will help food banks and their agency partners provide millions of meals to children, seniors and families who need them most.”