Adobe e-com Study Reveals Desire for a Simplified Shopping Experience
Almost 60% of UK shoppers said they would opt for brands that better represent the values they hold dear, with an overwhelming majority (87%) saying their values and the things they care about play a bigger role in how and where they choose to spend their money. Nearly 40% of shoppers are actively looking for sustainable and eco-friendly brands.
Therefore, brands need to communicate their credentials to the buyer and act on the issues that matter to them, whether it’s being climate-conscious, having ethical supply chains or have a strong track record in how they treat their employees, a blog on Adebe’s website by Pierre Bell said.
To meet changing customer needs, e-commerce retailers need to focus on many key areas, as a new Adobe survey covering Europe, the Middle East and Africa has revealed the desire for an e-commerce experience. more simplified shopping – many finding too many choices overwhelming – and the growing importance of brands reflecting their customers’ personal values to win preference.
Ninety-one percent of UK consumers are looking for simplicity in their online shopping experience, and 22% of shoppers want to see fewer products on the virtual shelf. In fact, more than a third only want to see products and offers that are relevant to them, demonstrating the importance of personalization.
With an additional 60% interested in receiving targeted offers, there’s never been a more important time for retailers to step up personalization as a key part of their digital strategy, the blog notes.
The study, titled “Getting e-Commerce Right in the 2020s”, found that consumers are increasingly “digital window shopping”, with 68% saying they repeatedly visit the sites of e-commerce before making a purchase. This trend of “micro-interactions” typically means shoppers browse sites three times before making a purchase, most often stopping at home furnishings or clothing.
The study also finds that 65% of people are more comfortable shopping for big-ticket items compared to a year ago, with 62% of shoppers wanting to use virtual reality (VR) to personalize their experience.
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