Among the respondents in the US, 7 in 10 stated they had a Prime membership. Amazon Prime is one example of the loyalty schemes designed to keep existing customers, and respondents from all countries but France and Australia indicated a growth in Prime memberships since 2019. With the full customer journey in mind, online retailers will want to retain customers just as much as gain them. For example, a study by Episerver found that the percentage of shoppers claiming to use Google for both inspiration and to start a purchase journey was higher than for Amazon, although that study was in agreement that retailers’ own sites are further down the list. However, it’s worth noting that earlier research has come to slightly different findings. Just 6% claimed to get inspiration from TV, emails or ads. WTC highlights that Amazon’s range of products and user interface has elevated it beyond a transactional experience and allowed customers to browse, though at this touchpoint search engines follow close behind (51%).Ĭonsumers appear to be significantly more inspired by Amazon and search engines than other channels: 1 in 5 respondents get inspiration for product purchases from retailer sites, followed by other marketplaces (19%), social media channels (19%), brand websites (18%) and in-store (15%). Amazon tops this list with more than half (52%) of respondents claiming they find inspiration on the site. Fewer customer journeys begin on comparison sites (10%) and social media sites (8%).ĭigital commerce customer journeys increasingly come with a range of initial touchpoints, and consumers can be influenced as early on as when they’re finding inspiration. Retailer sites are where one-third (33%) of consumers start their product search (multiple responses to the questions were allowed), followed by other marketplaces (25%) and the website of the customer’s desired brand (21%). So finds a new report from Wunderman Thompson Commerce (WTC), which details Amazon’s continuing dominance in the digital commerce sector throughout the customer journey, but which also highlights why some consumers are turning to other retailers.Īmazon’s lead at the start of many customer journeys is likely behind the growing spend on Amazon ads – particularly given that most sales come from the top of Amazon’s search results.Ībout half (48%) of more than 14,000 online shoppers surveyed start their purchase journeys on search engines, making this channel attractive for retailers, even though click-through rates on Google Shopping ads saw a fall last year. More than 6 in 10 (63%) consumers in key e-commerce markets start their online shopping searches on Amazon, topping the percentage of those who start their purchase journeys on search engines.
0 Comments
Leave a Reply. |