Half of British online shoppers (47%) will now walk away altogether from a brand that doesn’t understand them as a customer, a new UK consumer study commissioned by Ometria has found.
The same study has discovered that 84% of consumers feel bombarded by online retailers, in many cases leading them to abandon their favourite ecommerce shops.
Online retailers risk losing up to half of their customer base
Personalisation in ecommerce is the key to making a sale, with almost half of all those surveyed (46%) saying they would stop shopping with their favourite brands altogether if they felt that they didn’t understand them as a customer or failed to make smart product recommendations to them based on their personal preferences.
The UK research also showed that many brands don’t even know basic customer information before targeting them – such as whether they are male or female, with two-thirds of Brits indicating that this is a deal-breaker for them.
Almost a fifth of UK shoppers surveyed would also like for companies to better understand their approximate budget and provide recommended products and services that are more realistic to their earnings.
A lack of personal touch means customers are disengaging with brands and walking away
According to this latest research from Ometria, three-quarters of British shoppers are frustrated by the lack of bespoke approach to marketing and are asking for a more personal touch.
It seems that many brands are failing to use the data they collect on their customers to provide tailored content, products and services to encourage the shopper to make a purchase.
In particular, it is the millennial audience that feels most strongly with 70% of 18-24 year olds stating that the brands which fail to personalise their marketing efforts won’t attract or win their custom.
Email is still preferred channel over popular social media sites
Although email is still cited as the preferred channel for marketing communications – with almost three-quarters (72%) of all Brits preferring to receive shopping information via this medium over social media sites such as Facebook, Twitter and Instagram .
It seems that many customers believe that online retailers are too generic in their approach, failing to recognise their individual tastes and personal preferences.