Inriver Study Finds Marketplaces Command Consumer Search
New research from inriver exploring online shopping behaviours and preferences has found that consistent product experiences are vital in driving purchases. The report, "Inside the mind of an online shopper," is based on a survey of 6,000 consumers across the US, UK and Germany. It found a startling apathy towards brand loyalty, with only 14% of respondents claiming they likely wouldn't switch to a competitive product if their first choice was unavailable. Combined with marketplaces now being almost 5x more likely a starting point to research products than a brand's own website, the report explores the various emotional triggers and must-have experiences retailers and product manufacturers should consider.
Move over Google
The disappearance of brand loyalty
The foundation of e-commerce success
"It's no longer good enough to excel across just one or two channels. Consistently high-quality experiences, findability, and availability are a must across all domains or brands and retailers risk losing significant sales. That simply isn't an option during this year's Golden Quarter with many expecting this year to reach record numbers," said Thomas Zanzinger, CEO at inriver. "Brands can no longer rely on their name alone to seal the deal. Loyalty has shifted and brands need to ensure they're meeting customer expectations both of the product and in the purchase journey to beat stiff competition on the digital shelf."
For more information on the findings, download inriver's Inside the mind of an online shopper report here.