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More than 8 in 10 online shoppers say personalization influences their brand purchases

by | Aug 18, 2022 | Public Relations

A new report from search-powered solutions firm Elastic reveals insights into the ecommerce shopping experience, illustrating how online retailers can turn searches into sales by providing shoppers with personalized product recommendations quickly and at scale.

The firm’s new study, Product Over Price: The Critical Role Personalization Plays in Converting Online Searches into Sales, was conducted by Wakefield Research.

“This research shows that personalized online shopping experiences are no longer an option for retailers: they’re essential, with nearly 3 in 5 expecting retail websites to deliver personalized recommendations,” said Nathan Richter, senior partner at Wakefield Research, in a news release. “The demand is even higher among Gen Z and Millennials, 73 percent of whom expect online retailers to provide this experience.”

More than 8 in 10 online shoppers say personalization influences their brand purchases

More relevant recommendations help retailers meet demand and optimize sales

According to the research, online shoppers demonstrate little patience for irrelevant search results, but personalization remains a powerful tool to keep them connected to their preferred retailers.

  • 78 percent of online shoppers report encountering roadblocks when searching a retailer’s website.
  • 88 percent of online shoppers are more likely to continue shopping on a retailer website that offers a personalized experience, including 96 percent of Gen Z and 97 percent of Millennials.
  • 68 percent of online shoppers have purchased an item they didn’t initially intend to on a retailer’s website when product recommendations were personalized.

More than 8 in 10 online shoppers say personalization influences their brand purchases

Rising prices and economic turbulence test shopper loyalty

The majority of online shoppers report that they are already changing their spending habits in response to economic uncertainty, but they are more likely to remain loyal to brands that offer personalized experiences.

  • 95 percent of shoppers report that they are likely to take cost-cutting measures in response to rising prices.
  • 53 percent of shoppers are still prioritizing finding the right product over the lowest price.
  • 52 percent of shoppers are likely to switch brands during turbulent economic times.
  • 84 percent of shoppers report that personalization already influences their decision to shop with specific brands.

More than 8 in 10 online shoppers say personalization influences their brand purchases

Earning shoppers’ trust begins by personalizing their shopping experience

Online shoppers attest to personalization leading to increased sales and point to a consistent and convenient omnichannel shopping experience giving them confidence in their purchases.

  • 89 percent of shoppers are more confident when purchasing products available across multiple channels, such as in-person, on a retailer’s website, or on social media.
  • 42 percent of shoppers report that targeted promotions and sales notifications were the most influential factor in their decision to purchase from a particular brand.
  • 50 percent of shoppers cited an easy-to-navigate website influencing their purchase decision.
  • 41 percent of online shoppers are willing to share personal information to gain a more personalized experience.

More than 8 in 10 online shoppers say personalization influences their brand purchases

Meeting customers’ expectations for personalization

Already deployed by many of the world’s leading online retailers, including eBayGrubHubOffice DepotThe Home Depot, and Ticketmaster, Elastic Enterprise Search gives development teams the flexibility and control to create applications that place personalized suggestions at the heart of their shopping experience.

By offering a set of customer-proven features and capabilities, Elastic enables retailers to provide more personalized online shopping experiences with out-of-the-box analytics and visualizations that allow retailers to identify trends and patterns within behavioral data to drive maximum value. Ecommerce developers can leverage machine learning to implement tailored discovery, query suggestions, and predictions for better personalization and product recommendations.

For more information about how Elastic Enterprise Search enables developers to build more personalized shopping experiences, read the Elastic blog.

More than 8 in 10 online shoppers say personalization influences their brand purchases

“Investing in search and personalization benefits not only the customers searching for the most relevant products but also the ecommerce retailers looking to meet customer demands and optimize sales,” said Matt Riley, general manager at Elastic Enterprise Search, in the release. “With Elastic Enterprise Search, retailers can gain insight into what matters most to their customers and make every moment of the buyer experience count. Particularly during times of economic uncertainty, meaningful, personalized shopping experiences are the key to driving customer satisfaction and loyalty.”

Download the full report here.

The study, Product Over Price: The Critical Role Personalization Plays in Converting Online Searches into Sales, was commissioned by Elastic and conducted by Wakefield Research among 1,000 nationally representative US adults ages 18+, between June 22nd and June 28th, 2022, using an email invitation and an online survey. This survey was weighted to ensure an accurate representation of US adults. Additional details about the study’s methodology can be found in the report.

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Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 12 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richardc@bulldogreporter.com; @BulldogReporter

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