Source: Infographic image from Leanplum
The importance of digital retailing continues to grow among consumers, with a vast majority of Americans demonstrating a preference towards purchasing their holiday gifts online, according to an infographic from Leanplum.
The California-based company, a multi-channel engagement platform, revealed that 95 per cent of U.S. consumers will be buying at least half of their gifts online, with younger consumers (Millennials and Gen Z) leading that trend. Furthermore, more than 16 per cent plan to “only” shop online during this holiday season.
The company’s report indicates that 74 per cent of consumers are excited to receive online notifications from retailers about deals. And almost 70 per cent of consumers surveyed said they would look into the offer and probably buy the item.
Sales deals are the primary reason they are opening the notification, and this is true of consumers across all income levels, based on Leanplum’s research. “Gone are the days of coupon clipping, instead consumers prefer to receive discounts and deals from brands via email,” said Leanplum.
It’s also worth noting that 46 per cent of respondents said they purchased a product because it was shown in an app or sent via email. In fact, 80 per cent of consumers use their mobile phones to make online purchases. The Amazon app was identified as the preferred shopping app for 82 per cent of respondents, followed by Walmart (5 per cent), eBay/Poshmark/ThredUp (4 per cent), and Target (3 per cent).
But the notifications need to be personalized, as 75 per cent of consumers also said they are annoyed when they receive generic messages. And sending regular communications touching on topics that are useful to consumers and that they are comfortable engaging with is also important — specifically to ensure consumer satisfaction and retention, according to Leanplum’s news release.
“As shopping habits shift online and away from brick-and-mortar stores, brands must adjust to communicate with their customers via mobile,” said Momchil Kyurkchiev, CEO and co-founder of Leanplum. “Through our research, we see that it’s important that brands provide a personalized experience for each customer.”
The company also said that businesses need solutions that allow them to connect with their customers “at appropriate touch-points,” and that brands must be able to successfully connect with their customers “the right way and at the right time.”
