Last week we shared an excerpt from our newest whitepaper recapping our recent consumer study completed with Lauren Freedman of the e-tailing group. Over the next five weeks we will be sharing some of the major findings in this “Shopper Speaks” series including videos of the actual study participants and discussion of what these findings mean for retailers.
Last week we mentioned that shoppers’ opinions of current discovery experiences can be summed up in one word — “boring.” But what does that mean? What we heard repeatedly was that shoppers felt that online discovery and navigation experiences lacked creativity and are just “more of the same.” This was best expressed in the fact that consumers’ rated top retail site experiences an average of 5 out of 10. This “sameness” is leaving shoppers uninspired. This is in direct conflict with the goal expressed by 67% of shoppers who go online specifically to browse and window-shop for fun. Additionally, 70% of shoppers go online to be inspired when they don’t know exactly what they want.
A vast opportunity exists to sell to these 70% of consumers who want to make an “inspired buy” if retailers can find new ways to better promote what’s most interesting about each product, to the most relevant shopper, and in a way that feels differentiated from the next store.
“In many ways, online is very cookie cutter, and that’s not just in search. It’s in a lot of areas, where you can close your eyes and you couldn’t tell the difference between one site and another except for maybe the product that’s being sold. So I think it really comes down to differentiation. Retailers really need to be thinking about what they can do to differentiate their brands, assortments and merchandising.” — Lauren Freedman, President, the e-tailing group
To view the full report, download the whitepaper here.