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BizReport : Ecommerce : January 03, 2014

Study: Email, reviews, apps 'most influential' for shoppers

When it comes to influencing a purchase, a new report from Ryan Partnership may have retailers clicking to make campaign changes. According to the survey of shoppers, emails sent by retailers, online reviews and shopping apps are the most influential in helping shoppers make purchase decisions.

by Kristina Knight

According to the study email, reviews and apps were found to be 'the most helpful' to shoppers while daily deal sites and social media were found to be not as helpful. Meanwhile, retailer sites and search engines were found to be helpful but not influential in the purchasing decisions of shoppers.

"Shoppers today interact with brands across channels throughout the purchase process. In recent years we've seen an increase in the use of digital tools when it comes to shopping and the influence these tools are having on purchase behaviors," said Kim Finnerty, Senior Vice President of Research and Insights at Ryan Partnership. "As the discipline of digital shopper marketing matures, it is critical that marketers understand which tools to deploy, and how, in order to most effectively deliver on their specific marketing objectives."

Ryan Partnership is a division of Epsilon.

Other interesting findings from the report include:

• Shoppers say social tools are most likely to influence a product trial
• Branded email/text messages were most likely to influence a purchase
• Mobile devices saw a surge in use by shoppers but PCs remain the dominant option for shopping tools
• Retailer-owned, mobile tools (email, text, social) were 'most likely' to be use in-store
• Retailer-owned and brand-owned tools help shoppers decide where to shop

Image via Shutterstock

Tags: ecommerce advertising, ecommerce tools, ecommerce trends, Epsilon

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