http://www.dmnews.com By Diana Dilworth 11/20/07While most consumers are shopping online, not enough are satisfied with the personalization of the shopping experience offered by retailers, according to a new study by e-mail services firm MyBuys.
According to the report, MyBuys Holiday Harris Poll, which was conducted by Harris Interactive, 84% of respondents shop online and of these 84%, 62% said that product recommendations are rarely personalized to their taste.
“These results are not in conjunction with what people are doing in online retail,” said Paul Rosenblum, vice president of marketing at MyBuys. “The survey highlights how important it is to create a personalized experience for consumers.”
The survey also found that consumers like e-mails to be personalized as well. Sixty percent of online shoppers are more likely to shop with a retailer that follows up with specific recommendations based on past purchases versus a generic e-mail.
As the holidays roll around, 44% of these online shoppers said that they plan to do more shopping online this Christmas than last year, according to the report, and 53% of these online shoppers prefer to shop with retailers who personalize the shopping experience.
Some of these online shoppers have had personalized experiences and this has led to sales, as 76% of the online shoppers have received a product recommendation from a retailer and 80% of them bought a product recommended by an online retailer.
E-mail is a channel where the consumer expects personalization. According to the survey, 65% of shoppers would like retailers to offer e-mail alerts for new products or sales from brand categories they like, as well as e-mails with product recommendations and e-mails about replenished product stock.
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