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BizReport : Ecommerce archives : October 06, 2014

Survey identifies great divide between what consumers want and what retailers think they want

A new study by big-data marketing firm BloomReach reveals a gap in what retailers believe consumers are looking for in an online experience and what consumers really want.

by Helen Leggatt

According to the BloomReach study, which involved 1,000 UK consumers and 122 UK online retailers, a third (34%) of retailers believe brand reputation to be the most important factor for consumers deciding on a retailer.

Just 2% of the online retailers believe a personalized shopping experience was an important factor.

However, the view from consumers was remarkably different. Personalized shopping experiences, such as product recommendations and personalized content, were more likely to persuade 31% of consumers to make a purchase.

Furthermore, a significant 85% of consumers said brand reputation was not an important factor.

Another example of the gap between beliefs of consumers and retailers is that while 59% of consumers said online shopping experiences were more tailored to their needs, 80% of retailers disagreed saying online could not offer a more personal experience than offline.

"There is clearly a gap between what UK consumers are looking for in an online experience and what UK retail brands think consumers are looking for. Amazon has raised the bar in customer experience and the challenge is for retailers across the world to try to match that," said Raj De Datta, co-founder and CEO of BloomReach. "The good news is that consumers are more open to competitor brands, placing little value in brand reputation but a lot of importance in the experience. Marketers need to recognize that brand reputation is not as important as they think it is and more on improving customer experience."

Tags: ecommerce, online shopping, personalization, shopping experience

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