Study: Consumers want online customization

Consumers are no longer satisfied with simply finding a good deal after a long search online. They are also unsatisfied with cookie-cutter products that everyone else has. According to a recent Brand Keys study, today's online consumer wants product and service information that is customized to their preferences.

by Kristina Knight

"We found that the average percent-of-contribution that "customization" makes to product and service engagement, adoption, and loyalty (and, therefore, profitability) is currently 18%," was written in the report. That percentage is five times higher than when the same study was performed in 1997.

This customization trend is nothing new but the increased number of consumers expecting customization in every aspect of their lives in an indicator that marketers, especially etailers, need to take the trend under consideration. By offering customized home/landing pages or offering customized email marketing messages, etailers are sending consumers' information that they want. This, in turn, could result in a higher ROI because the consumer will be engaged from the moment they land or the moment they open a marketing message.

According to the Brand Keys Customer Loyalty Engagement Index, automobile, athletic footwear and online (basically all online areas) are places where consumers expect the most customization. Wireless and cell phone categories round out the top five.

Study: Consumers want online customization

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