Survey shows promotions, mobile access, ease-of-use, ratings and reviews make or break holiday shopping
• Seventy-four percent of shoppers leveraged promotions such as free shipping and coupons when making holiday purchases
• Thirty-four percent of shoppers made a purchase on a retail-branded app, an increase of 48 percent from 2012
• Seventy-four percent of shoppers cite a simple, streamlined shopping cart that makes check out fast and easy as very or extremely important
• Forty-eight percent of shoppers were always or frequently influenced by online ratings and reviews; Google search results accompanied by a picture influenced 31 percent
San Jose, Calif. — January 9, 2014 — Baynote, a leading provider of personalized customer experience solutions, today revealed the results from its 4th Annual Holiday Online Shopping Survey. The study, conducted in partnership with the e-tailing group, surveyed 1,000 U.S. online holiday shoppers following Cyber Monday, 2013, to gain insight into consumer behavior and key buying influencers across various retail channels, including physical stores, eCommerce websites, social networks, tablets and mobile devices.
“This year’s holiday survey clearly demonstrates that consumers, driven by millennials, are challenging retailers to deliver an exceptional experience,” said Marti Tedesco, senior director of marketing, Baynote. “For retailers, this means creating a seamless customer experience across all devices that is integrated with in-store shopping activities. Retailers who meet or exceed these consumer demands will flourish while others will fall behind.”
Following are highlights of the insights provided by the survey. For detailed analysis of the data and to view the associated infographic, visit: http://www.baynote.com/infographic/great-expectations/.
Promotions influence majority of holiday purchases with unconditional free shipping reigning supreme:
• Free shipping: Sixty percent of shoppers indicated that free shipping without conditions is extremely important when making a final purchase; this represents a 58 percent increase from the 2012 holiday shopping season.
• Email promotions: Thirty-eight percent always or frequently take advantage of promotions received via email, while 42 percent leverage flash sales.
• Price matching: Sixty percent purchased a product on Amazon or another competitor while in a store as the store would not price match.
• Gender: Women were significantly more likely to have all or most of their purchases include promotions.
• Age: Shoppers between the ages of 18 and 24 were 28 percent more likely to take advantage of flash sales and 25 percent more likely to leverage web-only promotions than shoppers 55 years or older.
Mobile usage accelerates across the board as branded apps start to exert influence:
• Branded apps: Thirty-four percent of shoppers made a purchase on a retail-branded app, an increase of 48 percent from 2012.
• In-store research: Sixty-two percent used a smartphone to compare prices while shopping in a store while 61 percent redeemed a mobile coupon during in-store checkout; 43 percent of respondents used a tablet for the former, and 44 percent used a tablet for the latter.
• Age: Shoppers between the ages of 18-34 were 43 percent more likely to use a smartphone to research stores and products before visiting a store than those 55 years or older.
“It’s no surprise that mobile thrived this holiday season, as shoppers turned to personal devices for everything from researching products to redeeming coupons,” stated Tedesco. “What is really interesting is that the smartphone has become the bridge between the online and in-store experience. This has major ramifications on the investments that retailers should make in cross-channel tools. As the millennial generation continues to exert its influence, retailers must respond with mobile technologies that drive a cohesive customer experience.”
Shoppers demand a streamlined experience typified by easy access to information and integrated online and in-store tools:
• On site search: Seventy-four percent of shoppers say finding what they want on a retailers’ site by using onsite search is very or extremely important.
• Web experience: Sixty-eight percent say viewing products on web pages that include complete copy, strong imagery, photography and user-generated content is very or extremely important.
• Self-service: Sixty-three percent say more accessible and responsive customer service access is very or extremely important.
• Research: Sixty-three percent used a smartphone to research stores and products prior to visiting a store; 76 percent of respondents used a tablet (at least two times over the past few months)
• Research: Sixty-four percent researched products online prior to their store visit to check for inventory availability.
“Shopper expectations are at an all-time high,” said Lauren Freedman, president, the e-tailing group. “This puts incredible pressure on retailers to not only keep pace with rapidly evolving technologies but to ensure these technologies are available in an easy-to-access, simple-to-use format. The truly successful companies will see this as an incredible opportunity — one that allows them to ‘wow’ customers while continually gaining greater insights into their desires for more effective targeting.”
Product ratings and reviews exert the greatest influence on both online and in-store purchases:
• Online influence: Ratings and reviews influenced online purchases made by 48 percent of shoppers, a 45 percent increase from 2012.
• In-store influence: Ratings and reviews influenced 37 percent of in-store purchases, a 12 percent increase from 2012.
• In-store influence: Fifty-two percent of shoppers use mobile phones to look at product ratings while in store, a 24 percent increase.
• Age: Shoppers between the ages of 18 and 24 years old are 24 percent more likely to view ratings and reviews on mobile device when in the store.
Baynote is a leading provider of big data solutions for retail. Using Baynote’s patented approach, retailers are able to personalize the consumer shopping experience “in the moment,” displaying compelling offers, content and products that increase engagement, conversion and average order value. Baynote rapidly integrates with existing websites, onsite search, chat or email systems to increase ROI without deep IT involvement or expensive system upgrades. Based in San Jose, Calif., Baynote’s personalization solutions are trusted by more than 300 of the world’s most well-known brands, including Bluefly, Crate and Barrel, JCrew, Jockey, 3M, Urban Decay and more. For more information about Baynote, visit http://www.baynote.com.
The survey was administered to 1,000 consumers the week following Cyber Monday, 2013. All respondents had to own a smartphone and 65 percent of respondents also owned tablets. The survey was equally divided between male and female respondents.