Retail TouchPoints: New Research Shows Online Shoppers Expect Personalized Merchandising
By Amanda Ferrante
Through a special arrangement, presented here for discussion
is a summary of a current article from the Retail TouchPoints website.
than 50 percent of consumers expect personalized merchandising, starting with
a personalized home page, while one in four look for these tailored experiences
at the search results, product, and category pages, according to recent research
from the e-Tailing Group and MyBuys, a provider of personalized recommendations
for multi-channel retailers.
The survey also found that 77 percent of shoppers
will make an additional purchase at least once when presented with personalized
recommendations, according to the report Consumer Insights into Multi-Channel
/Interactions: Practical Tools for Profitable Selling.
The e-tailing group
surveyed over 1,000 consumers to find out how shoppers interact with personalized
merchandising and where they expect to see personalized recommendations.
- Asked how important are recommended products in the overall online shopping
experience, 11 percent said “very important,” 28 percent said “somewhat
important,” 39 percent were “neutral – sometimes valuable,
sometimes not valuable,” 14 percent indicated “somewhat unimportant,” and
eight percent said “not very important.”
- Over 60 percent expect merchants to recommend similar products in addition
to related items.
- Sixty-eight percent of shoppers say recommendations play a valuable role
beyond shopping, including convenience and time-savings, while also aiding
- Fifty-four percent of shoppers say personalized recommendations that can
be purchased directly from an email or ones that redirect you to the product
detail page are very influential in making a purchase.
Discussion Questions: When, where and how should personalized merchandising
become part of the online shopping experience? What retailers are doing the
best in personalizing the online shopping experience?