Study to help online retailers keep customers

Despite spending thousands of dollars on advertising, online retailers are losing many customers because of fitting issues. But research by Eun Young Kim, UNT assistant professor of merchandising, shows that shoppers are sometimes willing to overlook fitting problems.

In surveys of adults who shop for clothing online, Kim found that shoppers' most common complaint was that the clothes they ordered didn't fit. That's a difficult problem for online retailers to address because of the lack of a standardized sizing system and the ineffectiveness of virtual dressing rooms, but Kim says sites that offer great return policies for purchased clothing, low prices and quick and friendly customer service can overcome these limitations.

In addition, Kim learned that shoppers are also attracted to good-looking sites that offer many items and images that are easy to browse.

BY RUFUS COLEMAN rcoleman@unt.edu

Other featured articles in this issue

• Suggested healthy habits for the fight against the flu
• Grant to motivate young Americans into election process participation
• UNT to train Air Force logistics faculty
• UNT professor warns about the drawbacks of popular low carbohydrate diets
• Grant to train teachers of American history
• UNT toy and food drive begins Nov. 8
• Faculty Senate approves bylaws changes
• Staff awards presented at sack lunch
• American Heart Walk raises $50,000 plus
• Grant to fund Miranda warning study

homepage