New Study Proves Online Shoppers Rarely Log Into Retail Websites, Posing Challenges With Ad Targeting

When was the last time you shopped online and actually logged into the brand’s website to fill up your cart?

As a whole, the majority of shoppers will rarely embark on that experience and that’s one of the main reasons why brands prefer to market their online apps. This not only strives to add convenience for the customer but can also assist with the company’s ad targeting practices.

The news comes to us thanks to a new survey outlined by Coveo and RSR Research who found 6 in 10 of shoppers (or 59 percent to be exact) log into a webpage 25% of the time while online.

It’s very much in line with those seen with retailers who aren’t performing too well, standing at 53%. This might be why it’s wiser to promote shopping apps for online purchases, more than anything else as is the trend for today.

Nearly 92 retail brands across the US were allocated in this study, generating a yearly revenue of $250 million. Meanwhile, popular strategies used by some top names in the industry include the offering of loyalty programs that would entice more clients to return as they would be rewarded for doing so. This would balance the equilibrium between logging in and how many shoppers are functional online.

More stats from the study proved that 9% of the retailers wished to roll out loyalty cards to make the entire shopping experience one to remember and also one that’s more personalized in nature. This has to do with offers depending on what their past searches were, their recent purchases, and what sort of behavior model they were adopting.

Nearly 55% claimed they made use of behavior data taking place in-session which would personalize such offerings taking place in real-time. On the other hand, 47% would add value offers during checkout as that’s when the clients were seen identifying themselves.

59% spoke about adding further investments in terms of CRM while 55% spoke about their ecommerce apps. 52% preferred to go big on order payment and the necessary processing, not to mention inventory management. Around 50% had greater investments in AI for search and customization.

Meanwhile, just 15% of all giant retailers who witnessed slower growth claimed to make investments in e-commerce apps in 2023 alone, after seeing the bigger response from clients.

It’s also interesting to see how the world of Generative AI has really turned out to be a major focus on this front and that’s why the figures for investments continue to peak as we speak.

Those who are doing well in terms of retail ended up having close to 93% of their capabilities automated through AI technology or prefer to try out capabilities for implementation by next year.

Those who performed on the lower end of the spectrum had 67% of them speaking about the same experience. 40% of retailers on average continue to speak about how they are paving the way for greater reliance on consumer AI chatbots and FAQs to assist with the growing call volumes.

Shopping Secrets Revealed: Why Most Online Shoppers Avoid Logging In

Read next: Study Reveals Why You’re More Likely to Click Ads in Your “For You” Channel But Less Likely To Buy
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