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Four out of ten shoppers price shop a product via comparison engines, while 7 out of 10 shoppers browse multiple online stores prior to completing a purchase.
That’s according to (pdf) a Consumer Loyalty Survey conducted by DoubleClick Performics and the etailing group, inc.
The study focused on discovering what factors impact loyalty to any particular merchant online. It looked at a shopper’s behavior across other channels, the extent of a shopper’s participation in frequent buyer/loyalty programs, and factors that deter shoppers from becoming loyal to a website.
The survey found that for most shoppers, price is the most important factor in determining loyalty. Nearly half (48 percent) of the online shoppers surveyed described their loyalty to merchants across channels (store, Web, catalog) as “somewhat loyal to certain merchants based on a combination of good value, superior service and the right mix of product.”
Seventy percent of respondents surveyed belong to a frequent buyer/loyalty program, while 53 percent ranked discounts or exclusive offers for members as the most important feature of frequent buyer/loyalty programs.
When deciding to go back to a website, “online order tracking” was rated as very important by 56 percent of those surveyed.
Shopping patterns vary by gender, with men less loyal and women more apt to register or be influenced by promotional mail. Poor service ranked most likely to deter shoppers from becoming loyal to a website by 41 percent of respondents.
Customers belonging to 2+ loyalty programs are less apt to be focused on price, utilizing more features and tools to enhance their multi-channel shopping experiences.
Free shipping continues to be the most important enticement to drive customers back to sites.
Data tables and more info are available at MarketingCharts.
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