[September 27, 2016] |
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New RichRelevance Study Finds Site Search Can Make - or Break - the Omnichannel Experience
Shop.org Retail's Digital Summit - RichRelevance®, the global
leader in omnichannel personalization, today released new research that
drills into how U.S. consumers search for and find products online.
While site search is critically important to shoppers, the study
suggests that many retailers have not evolved site search to meet the
demands of an omnichannel world. The result is that frustrated web and
mobile shoppers are likely to go elsewhere when retailers don't get it
right.
"This is an important wake-up call for the retail industry," said Diane
Kegley, CMO of RichRelevance. "Site search is tremendously important to
shoppers, but under-delivers when it comes to all the channels where
consumers shop today. The reality is that there haven't been major
advances in site search in a decade, and this is hurting retailers'
bottom lines."
The study of more than 1,000 American shoppers finds that:
Search Is Critical to Shoppers
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8 in 10 Americans (83%) say that the search box is extremely important
or important when shopping on a retailer's web or mobile site.
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Less than 1 in 10 (5%) say site search is not at all important.
Comparatively, 6 out of 10 (56%) say that the search box is extremely
important.
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3 out of 4 shoppers (76%) always or often use the search box when
shopping on a retailer's site.
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In contrast, a mere 7% say they rrely or never use the search box.
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3 in 4 Americans (73%) are likely to leave a retail site that doesn't
provide good search results - and 37% say they are not at all likely
to return.
Gift Giving Raises The Stakes
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Nearly 4 out of 10 Americans (37%) state site search is 'more
important' when shopping for gifts than it is otherwise.
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Half of all shoppers (48%) rank the ability to 'easily search and find
products' as the single most important thing when shopping for gifts
on a retailer's site.
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In contrast, product ratings and reviews (the second most popular
features) receive 26% of the vote.
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Curated gift ideas, a traditional holiday staple, are far less
important to shoppers with only 5% of respondents ranking these as
most important when gift shopping.
Room for Omnichannel Improvement
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More than a third of U.S. shoppers (35%) are generally unsatisfied
with the search results they receive on a mobile device.
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Nearly 4 in 10 (38%) say they get worse search results when shopping
on their mobile device than laptop or desktop.
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Consumers cite 'irrelevant product results' (28%) as the #1
frustration with site search.
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More than 1 in 3 (36%) would like to see search results personalized
to them based on their previous shopping behavior.
Methodology: The survey of 1,006
U.S. shoppers was conducted online in September 2016.
About RichRelevance
RichRelevance is the global leader in omnichannel personalization and is
used by more than 230 multinational companies to deliver the most
relevant and innovative customer experiences across web, mobile and in
store. RichRelevance drives more than one billion decisions every day,
and has generated over $20 billion in sales for its clients, which
include Office Depot, Costco, Darty, and Marks & Spencer.
Headquartered in San Francisco, RichRelevance serves clients in 42
countries from 9 offices around the globe. For more information, please
visit www.richrelevance.com.
View source version on businesswire.com: http://www.businesswire.com/news/home/20160927005462/en/
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