Personalization: shoppers demand more from brands

Although more consumers are now shopping online, a third of them feel that brands do not care enough about personalization of their experiences.

According to research by Episerver, 87% of online shoppers are now comfortable sharing their personal information in order to improve the digital shopping experience.

However, brands are failing to cater to consumer demands. A third of consumers said they felt disappointed, whilst 16% where frustrated and 12% felt distrustful in brands that lacked attention to personalization.

Meanwhile, personalization pays off with one in five consumers feeling more loyal toward such brands. Personalization also restores trust in a brand.

Overall, the personalized shopping experience also pays off when it comes to returning customers. 63% of people shop at least once a month and another 23% reported shopping online at least once a week. Another third of respondents said they expected to make more online purchases in 2018 compared to 2017.

“With people shopping online more often, we’re seeing that they’ve come to expect personalized, seamless experiences, and they’re disappointed when those expectations aren’t met,” explained Joey Moore, director of product marketing at Episerver. “To earn customer trust and loyalty, retailers need to elevate their personalization capabilities beyond product recommendations to include elements like individualized content, user-generated content and experiences that are personalized based on real-time behavior. Those retailers that achieve this level of personalized digital experiences will succeed in the Amazon era.”

30% of shoppers browse products using their smartphones daily

However, shopping isn’t the only action consumers take online. Instead, 35% of them research products, whilst 29% compared and 17% buy on-first-visit products and services. Interestingly, the study found that 30% of people use their smartphones to browse products daily.

“Online shopping is on the rise worldwide, and customers’ expectations of what their shopping experience should feel like is evolving,” said Ed Kennedy, director of digital commerce strategy at Episerver. “Brands that are willing to invest in all aspects of the online shopping experience set themselves up for long-term success, while those that focus too heavily on transactions are not accounting for shoppers’ diverse expectations and needs. Offering solutions to points of friction such as delivery, gift-giving, and privacy are great ways to earn repeat customers.”