Online Shoppers Prove Receptive to Retailers’ Personalization Tactics

March 1, 2013

This article is included in these additional categories:

Analytics, Automated & MarTech | Data-driven | Digital | Email | Personalization | Retail & E-Commerce

MyBuyse-tailinggroup-Online-Shoppers-Personalization-Feb2013Online 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.


Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This