UK e-commerce consultancy Logan Tod & Co. advises E-tailers to optimise their websites now to ensure they are appealing to light shoppers - the fastest-growing audience online - amid predictions of online spending booming in 2007. With Christmas shopping only two months away, E-tailers must act now to ensure websites are customer friendly and drive sales over the busiest time of the retail year.

“Our research reveals that it is light shoppers that are set to drive most of the predicted increase in online spend this Christmas,” says Mathew Tod, CEO of Logan Tod & Co.

The Logan Tod study, carried out by YouGov, has found that light shoppers - those whose online spend accounted for less than a quarter of their total Christmas shopping spend - are set to increase online spend this year by 57%. This figure compares with an increase of only 28% for heavy shoppers, whose online Christmas spend accounted for more than three quarters of total purchases.

“The age range of light shoppers tends to fall predominantly in the over 50’s region, whereas heavy shoppers spread fairly evenly from 18 to 50,” adds Matthew Tod. “To maximise sales increases online, retailers must therefore adapt their websites to suite the tastes of an older, more affluent demographic.”

Light shoppers value simple, yet often overlooked, website features when making purchasing decisions online. The top five features have been identified as:

- Good site search function to help you find what you were looking for (67%)

- Well-written text that explains the product clearly with high quality images (55%)

- Delivery options which are clear and convenient (44%)

- A site which is easy to navigate (42%)

- Product availability information that is clearly displayed (38%)

“Advanced features such as gift finders and product comparisons are not highly sought after by older shoppers, who instead look for search functionality, easy navigation and clear, well-written copy”, adds Matthew Tod.

Matthew Tod warns marketers to: “Focus your websites on the growing online audience. Get your basics up to scratch or risk losing the older, more affluent online shoppers this Christmas.”

Research conducted by Logan Tod reveals Christmas shopping online alone will reach £10 billion in 2007. This follows reports by the Interactive Media in Retail Group (IMRG) that UK shoppers broke the £100 billion barrier since Internet shopping became available in the UK in 1995. Further predictions by Verdict indicate online spend in the UK is set to triple over the next five years.


Editor’s notes

About the research

Research was commissioned by Logan Tod & Co. and conducted online by YouGov in January 2007. Results are based on responses from 2,254 GB adults.

About Logan Tod & Co

Logan Tod & Co. is an independent digital consultancy, focused on helping companies achieve better results from e-business. The company ensures online activity creates more sales leads, sells more, saves money and improves ROI. The Logan Tod team does this by analysing data, managing the conversion process and developing techniques to maximise the effectiveness and efficiency of a website.

Logan Tod works closely with its clients, ensuring their site development is more business results driven and customer centric. Clients include Renault, Mothercare, Sharps Bedrooms, Littlewoods, Provident Finance, Computer Associates, the National Physical Laboratory, News International and Focus DIY.


Angela Graham
immediate future
0845 408 2031

Published on: 12:00AM on 7th August 2007