Shopper Speaks (5 of 5): Give Them What They Want

Posted by Kassidy Bird at 2:57 pm in Merchandising, Personalization, Research

Last week we shared the third major finding from our newest whitepaper recapping our recent consumer study completed with Lauren Freedman of the e-tailing group. This week we will share the final finding in this “Shopper Speaks” series including videos of the actual study participants and discussion of what these findings mean for retailers.

Give Them What They Want

Shoppers are opinionated. Most of us already knew that. Just how specific shoppers’ opinions are around navigation, however, was surprising. There are three concepts that we heard loud and clear during our study- make it simple, give them control, and inspire them.

Shoppers’ expectations have grown beyond the basics of functional sites to expecting truly personalized and engaging experiences. To keep shoppers on your site you need to make it easy for them to get where they want to go while also catering to their unique style and needs.

How can retailers give shoppers what they want?

  • Simplify- Our study showed 69% of consumers shop with a specific occasion or scenario in mind. Give shoppers a simple path to follow and create naturally engaging ways for them to tell you explicitly what they are looking for. Just because you have a filter doesn’t mean every user wants to see it.
  • Hand over the reins- 52% of shoppers in our study explicilty stated their desire for more control over their shopping experience. Allow shoppers to use their own language and preferences to find products and don’t limit the product options they can consider by “hard filtering” out any product that doesn’t exactly match.
  • Be Unique- Your brand and your products are as distinct and unique as your shoppers are. Continuously create fresh product content that is interesting to one or all of your customer micro-segments. This could be as simple as allowing a shopper to filter by “pockets” or using a scenario like “Interview” to find products.

To view the full report, download the whitepaper here. In the meantime check out what real shoppers had to say about being overwhelmed:



kassidy bird

Kassidy is the Lead Generation Specialist for Edgecase. Prior to joining Edgecase, she was the Marketing Coordinator for Invodo. She is passionate about creating live experiences that drive action in a meaningful and rewarding way.

Follow Kassidy Bird on Twitter @uncagedevents

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