Is online shopping a part of your daily routine? A new report from Bronto Software reveals men between 30-39 to be the most active of any age/gender grouping. Depending on how much you shop online, this might be a surprising finding!
Most online shoppers fall into the ‘occasional’ category, meaning they shop online only once a month. Nearly one in four shop online at least once a week.
“This should be a wakeup call for many retailers to expand their definition of an active online shopper.”
It’s a careful balancing act to appeal to these shoppers who aren’t always in online shopping mode but are likely somewhere in the buying cycle, says Jim Davidson, Bronto’s Head of Research.
“Retailers need to monitor behavioural trends for all subscribers to identify the strategies that motivate their subscribers to start shopping,” he told the Dx3 Digest.
“Many retailers have found success by triggering messages based on actions taken by the subscriber such as visiting a product page, leaving items in the shopping cart or interacting at a store. These messages may increase the number of messages in the inbox, but the experience is more relevant and timely for the subscriber.”
“They have obliterated the linear path to purchase and are creating their own customer lifecycle.”
The report goes on to say that online buying isn’t as straight forward as marketers would like, but it’s the reality that we need to accept and adapt to for the future.
“They are using multiple devices to extend their shopping experience and influence purchase decisions. Basically, they have obliterated the linear path to purchase and are creating their own customer lifecycle dotted with multiple shopping sessions that vary in location, channel and device.”
According to Jim, this kind of research reveals opportunities for retailers to target new audiences.
“Some of the old stereotypes many retailers hold about who shops the most and who enjoys shopping the most could be holding back sales,” he says. “This should be a wakeup call for many retailers to expand their definition of an active online shopper.”
Download the full Consumers Tell All: Part 1 – Online Shopping Frequency infographic, specially prepared for Canadians from Bronto Software.