Did you know New Study Proves Online Shoppers Rarely Log Into Retail Websites, Posing Challenges With Ad Targeting
When was the last time you shopped online and actually logged into the brand’s website to fill up your cart?
As
a whole, the majority of shoppers will rarely embark on that experience
and that’s one of the main reasons why brands prefer to market their
online apps. This not only strives to add convenience for the customer
but can also assist with the company’s ad targeting practices.
The
news comes to us thanks to a new survey outlined by Coveo and RSR
Research who found 6 in 10 of shoppers (or 59 percent to be exact) log
into a webpage 25% of the time while online.
It’s very much in line with those seen with retailers who aren’t
performing too well, standing at 53%. This might be why it’s wiser to
promote shopping apps for online purchases, more than anything else as
is the trend for today.
Nearly 92 retail brands across the US
were allocated in this study, generating a yearly revenue of $250
million. Meanwhile, popular strategies used by some top names in the
industry include the offering of loyalty programs that would entice more
clients to return as they would be rewarded for doing so. This would
balance the equilibrium between logging in and how many shoppers are
functional online.
More stats from the study proved that 9% of
the retailers wished to roll out loyalty cards to make the entire
shopping experience one to remember and also one that’s more
personalized in nature. This has to do with offers depending on what
their past searches were, their recent purchases, and what sort of
behavior model they were adopting.
Nearly 55% claimed they made use of behavior data taking place
in-session which would personalize such offerings taking place in
real-time. On the other hand, 47% would add value offers during checkout
as that’s when the clients were seen identifying themselves.
59%
spoke about adding further investments in terms of CRM while 55% spoke
about their ecommerce apps. 52% preferred to go big on order payment and
the necessary processing, not to mention inventory management. Around
50% had greater investments in AI for search and customization.
Meanwhile,
just 15% of all giant retailers who witnessed slower growth claimed to
make investments in e-commerce apps in 2023 alone, after seeing the
bigger response from clients.
It’s also interesting to see how
the world of Generative AI has really turned out to be a major focus on
this front and that’s why the figures for investments continue to peak
as we speak.
Those who are doing well in terms of retail ended
up having close to 93% of their capabilities automated through AI
technology or prefer to try out capabilities for implementation by next
year.
Those who performed on the lower end of the spectrum had
67% of them speaking about the same experience. 40% of retailers on
average continue to speak about how they are paving the way for greater
reliance on consumer AI chatbots and FAQs to assist with the growing
call volumes.
m