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Retailers Plan to Increase Investments in Shopper Purchase Data This Year

The great shift in consumer behavior, brought on by the pandemic, has left many brands wondering what the new normal will look like post-pandemic. Just a few months into Covid-19, we saw consumers flocking to online shopping and ecommerce alternatives as a result of lock-downs and store closures.  Now, about a year later, with uncertainty still looming, consumers have stated that their digital shopping behaviors are here to stay.

In research by McKinsey & Company, growth in consumers purchasing online for many categories is between 15-35%.  For example, furnishings and appliance purchases is expected to see a growth of 30% in online shoppers.  Take a look at some other popular categories in the chart below.

Online Consumer Purchasing Trends

Another significant change is in the percentage of consumers who are switching brands and changing their shopping behaviors altogether. 75% of consumers have tried a new shopping behavior and will continue to do so post-pandemic.

Online Consumer Trends

Changing consumer behaviors are forcing retail brands to rethink their targeting strategies.  Trying to anticipate what consumers are shopping for, how they are shopping and what is motivating them requires data insights to better understand consumers needs and preferences.  However, only 5% of retail marketers are satisfied with the level of depth and granularity of the customer insight and understanding available across their organization.  And of the 57% who say they are only satisfied some of the time, they are dealing with inconsistencies in the depth and quality of the data. This is according to a recent survey by CMO Council and Catalina.

Understanding Customer Expectations and Preferences

According to the research, the majority of retail marketers are using the following types of data to better understand their customers:

  • 87% – Internal sales and revenue tracking
  • 79% – Customer service/support conversations (online or via phone)
  • 70% – Industry intelligence from trade groups and analysts
  • 69% – Online chats and feedback from their website
  • 66% – Sales and consumer data from retail partners

Additionally, 28% of retail marketers are also planning on using shopper purchase data and insights via retail partners and shopper purchase data and insights via 3rd parties.

Additional Insights Retailers Are Seeking

Four in 10 retailers said they would like more insights into real-time shopper behavior.  Additional areas included:

  • 34% – More online to offline, multi-touch attribution and accurate purchase rate/purchase power data
  • 32% – More digital channel engagement insights
  • 31% – Futurist trends and actionable predictions
  • 29% – Customer voice and direct conversations

V12 Signals – Insights into Purchase Intent

V12’s Signals solution provides insights into consumers who are actively shopping for products and services you sell.  Our solution suite includes: 

  • Signals Online – Reach consumers who are actively browsing online for products you sell. We provide visibility into behavioral data and searches occurring on over 90% of internet-connected devices every month.
  • Signals Mobile – Reach shoppers who have recently visited your store or a competitor’s location.
  • WebID – Identify up to 50% of unknown visitors on your website and market to them via omnichannel campaigns. Once these consumers are identified, V12 deploys marketing campaigns across email, direct mail, and social.
  • Signals events – Market based on lifestyle changes and trigger data such as new movers, new children and economic changes.  These events often correlate to an increase in purchasing.

Getting your strategies optimized to take advantage of the growing opportunities will keep your company competitive for the future.

Contact us to learn how V12’s purchase intent solutions can help you identify and and acquire consumers actively shopping for the products and services you sell.  Click here to learn more.

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