Consumers Will Return to Online Shopping Sites That Embrace Web 2.0, New Guidance Survey Reveals; Shoppers Prize Recommendations Most.Drawn to the Social Web, Consumers Also Value Unique Shopping Experience, Opportunity to Give Feedback MARINA DEL REY Del Rey may refer to:
That's the main finding of a new nationwide survey from Guidance (http://www.Guidance.com), a specialized technology advisor that envisions, builds and supports web technology solutions that help businesses thrive online. In the new survey, more than 60 percent of respondents In the context of marketing research, a representative sample drawn from a larger population of people from whom information is collected and used to develop or confirm marketing strategy. report being drawn to online retailers that employ Web 2.0 tools and techniques. In association with Chicago market researcher Synovate, Guidance asked 1,000 online consumers, "When thinking about shopping online, what is most likely to make you return to a given shopping website?" According to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. the Guidance/Synovate eNation study, conducted in March, 35 percent of total respondents said they're most likely to return to a shopping website if it makes recommendations on products or services for sale-recommendations being among the most dominant activities in a Web 2.0 world. Another 26 percent want "a unique experience each time" they shop. Continually changing content is likewise a hallmark of Web 2.0. Eighteen percent said they're more likely to return "if the site solicits their feedback" on its products and services-feedback being the flipside to product and service recommendations. Sixteen percent said "a welcome when they arrive" at the site is the factor most likely to make them return, while 6 percent said they're most likely to return "if the site makes them feel part of a community" with other shoppers/site visitors. "The economy is fragile and the competition for the consumer dollar is fierce, but as these findings make abundantly clear, online commerce is now a two-way street-and retailers need to embrace that reality," said Jason Meugniot, Guidance president and CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. . "Online consumers and merchants are in dialogue as never before, and consumers are counting on each other for insights in making purchase decisions. Recommendations have become the new currency of online commerce, along with their corollary corollary: see theorem. , the opportunity to give feedback to the e-Commerce site. "Savvy Savvy® Gynecology A contraceptive vaginal gel that ↓ transmission of STDs–eg, HIV, chlamydia, gonorrhea. See Contraceptive. e-Commerce retailers need to know how to leverage these connections to better serve their customers-to keep them coming back and spending money," he said. "It's especially telling that just 6 percent of respondents said they're most likely to return if the site makes them feel part of a community with other shoppers/site visitors. Community can't be contrived con·trived adj. Obviously planned or calculated; not spontaneous or natural; labored: a novel with a contrived ending. con·triv or manufactured-that's top-down, Web 1.0 thinking. Consumers value peers as key to smart online shopping-especially as the economy teeters toward recession." Drilling Down: Social Shopping Social shopping is a method of e-commerce in which consumers shop in a social networking environment similar to MySpace. Using the wisdom of crowds, users communicate and aggregate information about products, prices, and deals. Online * The highest percentage for any response fell in the age breakdown-with 41 percent of those 18-24, the prime demographic for the social Web, saying they're most likely to return to a site that makes recommendations. Only 29 percent of those 55-64 agreed. * Women are far more likely to be influenced by a welcome greeting-with 20 percent saying it's the feature most likely to get them to return, compared with 12 percent of men who agreed. * The older you are, the more you want to give feedback. The top three age groups were more likely than the bottom three to say that a site that solicits their feedback is most likely to make them return. * A few groups went against the overall trend by not selecting "recommendations" as their No. 1 choice-non-whites (in fact, they chose both "unique experience" and "feedback" ahead of recommendations), those with post-grad education ("unique experience" was slightly higher), and those with incomes under $25K (this group's first choice was the "welcome"). * There's a wide gap between the lowest income bracket Noun 1. income bracket - a category of taxpayers based on the amount of their income income tax bracket, tax bracket bracket - a category falling within certain defined limits income bracket n → and all others-only 26 percent of those who earn less than $25,000 per year chose "recommendations," 10 percentage points below all other income categories. Meanwhile, respondents in the lowest income bracket were far more likely to prefer a "welcome"-27 percent said it was the feature most likely to make them return, at least 13 percentage points higher than the other income categories (14 percent of those earning $25K-$50K and those earning $75K+, and 12 percent of those earning $50K-$75K agreed). The Guidance/Synovate survey has a margin of error of +/- 3 percent. For a full copy of the survey results and a graphic presentation of top-line data, email info@edgecommunicationsinc.com. About Guidance Since 1993, Guidance (www.guidance.com) has helped companies seize opportunities and solve problems through the innovative and practical use of technology. Guidance envisions, builds and supports inventive in·ven·tive adj. 1. Of, relating to, or characterized by invention. 2. Adept or skillful at inventing; creative. in·ven web technology solutions that help businesses thrive online. Specializing in e-Commerce, multi-channel retail, e-Business, business intelligence applications and managed services An umbrella term for third-party monitoring and maintaining of computers, networks and software. The actual equipment may be inhouse or at the third-party's facilities, but the "managed" implies an ongoing effort; for example, making sure the equipment is running at a certain quality , Guidance drives increased revenue and efficiency for clients across a range of industries. Members of the Guidance team are seasoned professionals, passionately committed to providing technical leadership and powering ingenuity. Key clients include Bentley Prince Street, Foot Locker Foot Locker, Inc. (NYSE: FL) is a major American sportswear and footwear retailer, with its headquarters in New York City, and operating in approximately 20 countries worldwide. It is the successor corporation to the F.W. Woolworth Company (“Woolworth’s”). , GEARYS Beverly Hills Beverly Hills, city (1990 pop. 31,971), Los Angeles co., S Calif., completely surrounded by the city of Los Angeles; inc. 1914. The largely residential city is home to many motion-picture and television personalities. , Relax the Back, Salvation Army Salvation Army, Protestant denomination and international nonsectarian Christian organization for evangelical and philanthropic work. Organization and Beliefs The Salvation Army has established branches in 100 countries throughout the world. , and many others. Guidance is based in Marina del Rey, Calif. |
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