Kibo Consumer Survey Reveals Top Online Purchase Influencers

Kibo Consumer Survey Reveals Top Online Purchase Influencers
Arthur Zaczkiewicz
In a survey of nearly 3,000 consumers in both the U.S. and the U.K., e-commerce platform provider Kibo cited price, personalization and fulfillment as the "key influencers on the path to purchase." The firm's Consumer Trends Report also showed a consumer preference for a "unified shopping and brand experience," regardless of channel. For retailers and fashion apparel brands, using data and consumer insights can help inform on both product development and merchandising decisions. Tushar Patel, chief marketing officer at Kibo, said, "As consumer behaviors, expectations and demands continue to rise, retailers and brands equipped with the latest data will be better prepared to win in the new year." "In order to satisfy consumers with high expectations of a cohesive experience no matter the touchpoint, merchants need to do a holistic evaluation of their commerce programs," Patel explained. "Knowing where to focus efforts will allow them to make changes that provide the biggest impact to customer satisfaction, loyalty, and ultimately the bottom line." The findings from the survey noted in the Consumer Trends Report found a strong preference for "individualized" shopping experiences. "Personalizing a consumer's experience can have a big impact on their path to purchase, with 85 percent [of respondents] stating they are influenced

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