Dive Brief:
- Customers rank “finding the products I am looking for more easily” as the factor that would improve their shopping experience the most, according to an Attentive survey of 3,300 consumers released Thursday. Nearly half — 45% — selected the factor as their top option.
- The product search may span multiple channels; 3 in 5 consumers say they take multiple sessions or switch devices during their shopping journeys.
- Product recommendations can help. One-third of consumers say they want recommendations based on past purchases, while just shy of one-third want recommendations based on information they have shared with the company.
Dive Insight:
Smart visual design, compact information presentation and proper use of data can make it easier for customers to find what they want without fuss.
Pages and items should be grouped together in ways that simplify input and help users understand the content, according to Trinadha Kandi, managing director and leader of the advertising, marketing and commerce practice at Deloitte Digital. Companies can also offer fewer items per page to facilitate faster decisions.
Summaries on product landing pages with links to more information, organizational categories and ensuring consistency across all channels for both checkout and returns can simplify the process as well.
“By adopting these best practices, retailers can significantly enhance the ease with which customers find products on their websites, thereby improving the overall digital customer experience,” Kandi said in an email.
While personalization can help guide customers to the right item or service, data concerns remain a challenge. While 7 in 10 consumers want brands to learn from their shopping habits, nearly two-thirds say they take steps to protect their privacy.
Transparency and consent are crucial elements in data collection, according to Kandi. Companies should inform customers about their data collection and usage practices as well as offer them control over viewing, editing and deleting that data to build trust.
AI tools can serve as particularly powerful data-powered product discovery tools. Companies can benefit from taking extra care and respecting their customers’ personal information concerns when rolling out the technology.
“Ensuring ethical AI and analytics practices avoids intrusive use and maintains transparency,” Kandi said. “Incorporating privacy into product development ensures that privacy considerations are integral from the start.”
