Online shoppers’ awareness of retailers’ personalization tactics is growing, according to a study by MyBuys and the e-tailing group. What’s more, many prove receptive to personalization, finding it both valuable and a keen influence on their shopping habits. Among the several findings from the report, 53% of shopping surveyed believe that retailers who personalize their shopping experience provide a valuable service, while 4 in 10 say they buy more from retailers who send them personalized emails.
The survey – limited to respondents who shop online at least 4 times per year, spending at least $250 – also found that around half are willing to share information in exchange for a better shopping experience. The study also includes 3 years’ worth of indexed data from MyBuys, which reveals that consumers purchase 300% more often with retailers that use customer-centric marketing practices, and that increasing engagement through personalization in more channels can lead to a big increase in consumer spending.
Other Findings:
- 44% of respondents leave a retailer’s site without purchasing because they are still in the research phase, while one-third leave because they’re finding it difficult to browse for products.
- 74% are willing to receive at least one post-visit interaction from a retailer whose site they left without making a purchase.
- 38% said that after abandoning a retailer’s site, they would visit the online store again within 60 days.
- The most common next step after leaving a retailer’s site is visiting Amazon (60%), followed by running a search on Google (42%), and then going to another retailer’s website (31%).
About the Data: The survey data is derived from a study conducted in December 2012 among 1,108 consumers. Consumers were required to shop online at least 4 times a year, spending $250 or more online annually. 95% owned a smartphone, and 48% were female.
