48% of Consumers Spend More After Personalized E-commerce Efforts, Survey Says
Seventy percent of 25- to 34-year-old shoppers research products or make purchases across three or more devices and 53 percent of consumers want marketers to recognize them across all of those devices. About 78 percent of consumers will give marketers data on their in-store purchases so they can have personalized e-commerce and other shopping experiences.
These are the findings from a consumer survey released to the public today by San Mateo, Calif.-based MyBuys—a marketing vendor that touts that it can "coordinate personalization across display ads, email and your site"—more statistics appear. The research previewed by eTail West attendees yesterday, the "Personalization Consumer Survey," finds three takeaways for marketers to consider:
1. Personalization Matters More to Younger Buyers. A majority, or 69 percent, of shoppers aged 25 to 34 will hand over information to marketers to enable better personalization, while only 46 percent of consumers 55 and older will do so.
2. Personalization Needs to Happen on Mobile, Too. "The number of consumers who report using a mobile device to shop most of the time grew 36 percent from 2013 to 2014," the survey finds. For 20 percent of e-commerce buyers, tablets are their primary online shopping tools, while smartphones are it for 18 percent of consumers.
3. Personalization Doesn't Only Apply to the Online Shopping Experience. Adding in-store purchases to their profiles enhances the e-commerce, say 53 percent of respondents.
To make personalization work, MyBuys provides this checklist for marketers:
- Are your systems well-positioned to capture shopper browse and buy behavior across all channels?
- Do you have the ability to deliver a single brand experience or are you siloed, limiting cross-channel integration?
- How can you leverage in-store customer information to personalize across devices?
- Can you access the behavioral data necessary to build a 360-degree view of the consumer and subsequently deliver relevant offers wherever they shop?
- Are you optimizing email and site abandonment strategies?
- Knowing your target audience, are these initiatives imperative to the continued growth of your business?
- Does your marketing strategy include all the right influencers for your brand?
- Do you have the ability to utilize store-based information in a CRM system?
- Have you optimized all of your marketing efforts, including mobile and social, with personalized advertising?
- Are you collecting mobile phone numbers for future marketing initiatives?
How can marketers implement this insight?