Online shopping isn’t satisfying consumers’ needs for retail therapy anymore, survey shows
They say nothing like retail therapy, but what happens when online shopping feels like its spark is gone?
Well, more than 3 out of 4 consumers say that while e-commerce is “functional,” this is no longer fun, a new Criteo study found.
While we do not advocate for impulse purchases, it is undeniable that it has its own pleasure that, according to the study, is “fast fading.”
In fact, 61% of those -who said that shopping was a simple way of comfort for them, while 29% viewed it as a task and 36% said they didn't get the fun of “unexpectedly found.”
Unlike in-store shopping, which is increasingly experimenting, most consumers (79%) feel that online shopping is more than a sad experience. Others (78%) say they are extremely excited about the amount of product options. All in all, only about half of the consumers really think of it as a enjoyable experience.
This is not good news for consumers or retailers. The question is: How can brands avoid things to restore that disturbance?
“To win online buyers, retailers need to exceed efficiency and convey experiences that feel personalized, intuitive, and emotionally engaging,” Sherry Smith, Executive Manager Director of Americas at Criter, told Retail Brew via email. “This means blend the ease of e-commerce with the curiosity and excitement of in-store-store-to-store suggestions, recommended recommendations, and dynamic content that reflects the preferences and behaviors of the consumer.”
He added that AI can play a key role in personalizing some of the online shopping experiences, even if they supply “36% of consumers who missed the thrill of 'unexpected findings.'”
Of course, personalization can come to cost. In fact, 79% of retailers believe that data privacy concerns are a barrier to refining their discovery techniques.
But there are some good news: Studying has found that 43% of online buyers really don't think about whether retailers use their data to provide a more personalized shopping experience. Smith believes retailers should do this as an opportunity to get their game up.
“Improvement of emotional connections through interactive ad formats and specialized experiences helps strengthen brand loyalty,” he said. “Incorporating curated collections, limited time offers, and other moments can boost online shopping experience.”
This report is Originally published ni Retail Brew.
This story was originally featured on Fortune.com
