Consumers Demand Personalized Shopping Experiences

Allison Howen
by Allison Howen 23 Feb, 2015

The majority of consumers want personalized and consistent experiences when they are shopping online.


In fact, new data from MyBuys' seventh annual Personalization Consumer Survey reveals that 53 percent of consumers say it's important that retailers recognize them as the same person across all channels and devices that they use to shop. Moreover, 48 percent recognize that they purchase more from retailers that leverage shopper interests and buying behavior to personalize the customer experience across channels.


Additional data from the study shows that 74 percent of consumers ages 55 or older used their smartphones for product research in 2014, with 33 percent actually making a purchase on their mobile device. That said, consumers ages 25 to 34 are more likely to shop on their smartphones. For instance, the data found that 94 percent reported researching products on their devices and 74 percent said they'd continued on to make a purchase.


"Consumers want consistent personalization everywhere they shop and on every device they use," said Rita Brogley, president and CEO of MyBuys. "By incorporating more tailored content and offers into their marketing strategies, retailers can improve brand loyalty, boost conversion and increase sales."


It is also important to note the study found that 53 percent of shoppers indicate they spend more with retailers that make website product recommendations based on browsing or buying behavior, while 52 percent will spend more when retailers target them with online ads based on shopping behavior. Moreover, 48 percent of respondents say that they spend more with retailers that send personalized emails.


In fact, the study shows that more consumers actually expect personalized experiences on the Web, with 39 percent of respondents reporting that they get frustrated when retailers don't provide personalized website recommendations. Conversely, 38 percent of respondents note they get frustrated when retailers don't send personalized email offers, while 37 percent get frustrated when retailers don't take past online purchases into consideration when sending out subsequent marketing offers.


"Consumers engage and shop more when they receive a truly personalized shopping experience across all channels," Brogley said. "When done right, customers consider personalization a valuable service rather than an annoyance."


When it comes to delivering a personalized experience, however, retailers first need to collect the correct customer information - which can be a challenge. That said, the study shows that consumers - especially young ones - are willing to share their personal information. For example, the study found that 69 percent of consumers ages 25 to 34 are comfortable sharing their information with retailers to improve their shopping experience. Comparatively, just 46 percent of shoppers ages 55 and older are comfortable sharing their personal information with retailers.