Personalizing the consumer experience can have a significant impact on the path to purchase, and the effects start the second a would-be shopper enters an e-Commerce site. Personalized home page promotions influence 85% of consumers, while personalized shopping cart recommendations influence 92% of shoppers to complete a purchase, according to research from Kibo.
Less influential personalization techniques include loyalty discounts (55%) and targeted recommendations on product pages (44%).
When it comes to influencing the path to purchase, content remains king. Interactive content (92%) remains the most influential factor along this journey. Additional purchase drivers include:
Product reviews (82%);
Simplified shopping cart experience (78%);
Multiple fulfillment options (66%);
Quantity of product availability (64%); and
Live chat (55%).
“As consumer behaviors, expectations and demands continue to rise, retailers and brands equipped with the latest data will be better prepared to win in the new year,” said Tushar Patel, CMO of Kibo in a statement. “In order to satisfy consumers with high expectations of a cohesive experience no matter the touch point, merchants need to do a holistic evaluation of their commerce programs. Knowing where to focus efforts will allow them to make changes that provide the biggest impact to customer satisfaction, loyalty and ultimately the bottom line.”
Price Checking, Mobile POS Gain Importance In 2017
Price checking is becoming a larger factor for shoppers considering a purchase, with the survey indicating that 76% of consumers regularly price-check competitors, up from 66% in 2016.
Within the store, mobile POS continues to be a vital driver. In fact, equipping store associates to check out purchases on a mobile POS device influences 84% of consumers to complete their purchase. Yet despite the desire for mobile interaction in the store, only half of consumers have had a store associate use a mobile device to check inventory, or check them out, over the past six months.
The Kibo Consumer Trends Report collected responses from nearly 3,000 consumers in the U.S. and UK, to help business decision-makers determine and understand how to best move forward with omnichannel initiatives.