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New Research from Sailthru Highlights Consumer Online Shopping Preferences and Indicates Clear Understanding of Personalisation Benefits


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© Business Wire 2014
2014-04-24 15:02:01 -

Sailthru : cts.businesswire.com/ct/CT?id=smartlink&url=http%3A%2F%2Fwww .. , the provider of personalised communications technology, today announces the results of its market research focusing on consumer online shopping preferences : cts.businesswire.com/ct/CT?id=smartlink&url=http%3A%2F%2Fme. .. . Research was conducted by Redshift Research during March 2014. Key takeaways from the study indicate that UK consumers not only have a very positive response to personalised communication, but actively understand the concept and today are demanding more tailored marketing communications from brands. In fact, 63% of UK online shoppers are likely to read a personalised message they receive from a brand they know and then complete that purchase (51%) following a personalised offer.

Other key statistics include.

● 57% of online shoppers prefer to make a purchase on their home computer

or tablet, with the most popular place to make a purchase (56%) being from bed.

● 64% of online shoppers prefer it when a brand recommends products the consumer has previously shown an interest in – such as items on the wish list or in a shopping basket.

● 60% prefer it when a brand sends personalised communication with reference to a past purchase or browsing history. With almost two fifths confirming that branded emails are ‘very’ or ‘sometimes’ helpful when tailored to their interests.

With individuals now interacting with a brand across multiple mobile devices, every brand experience needs to be optimised for mobile to mitigate low conversions and/or basket abandonment. In fact, 42% of online shoppers have abandoned a purchase because it was too complicated to complete on a mobile device and 60% still prefer to use a laptop over a mobile device, due largely to a poor mobile experience.

Consumers are telling brands loud and clear that they want their online browsing experience optimised for mobile. They would be more likely to increase both average order value and purchase frequency if every brand experience were optimised for their chosen device - 45% of shoppers said they were likely to make an online purchase if the website was easy to navigate on a mobile.


Neil Capel, Founder and CEO of Sailthru comments, “The research shows that consumers are very clearly demanding personalisation from their online and in-store shopping experiences. In order to meet this demand, brands must understand their customers on an individual level, deliver content that is interesting, timely and relevant to each user and also optimise that content to render on any device. It’s about giving every individual what they want, when they want it and recognizing that need even before they do. This is the future of successful brand to consumer marketing.”

Capel concludes, “Now, more than ever, brands need to stop toying with the idea of personalisation and make moves to provide relevant and platform specific communications to their customers or risk being left behind. The innovative brands that we work with have moved away from ineffective segmentation and instead created personalised experiences for each of their customers that tailors content across any device - whether that be via email, mobile or web. The results our clients are seeing speak volumes about the power of personalisation.”


About Sailthru : cts.businesswire.com/ct/CT?id=smartlink&url=http%3A%2F%2Fwww ..

Sailthru, the provider of personalised marketing communications technology, is driving a major shift in how brands engage with their individual customers and optimise their revenue opportunities. Through the automated analysis of large data sets, Sailthru Smart Data™ generates and delivers personalised, omnichannel digital brand experiences. Sailthru-powered 1:1 relationships with consumers drive higher revenue and conversion for clients including, ACHICA, Mr & Mrs Smith, Busuu, Delivery Hero, Fab.com, Acumen Brands, Thrillist/JackThreads, Everlane, Huffington Post, and Business Insider.

Founded in 2008 by Neil Capel, Ian White and Chris Chapman and headquartered in New York City, Sailthru is recognised for its industry-leading practices promoting consumer privacy and security by the Online Trade Association (OTA) and is on their 2013 Honor Roll. For more information, please visit www.sailthru.com : cts.businesswire.com/ct/CT?id=smartlink&url=http%3A%2F%2Fwww .. .

Disclosure: Sailthru is compliant with the Safe Harbor Framework : cts.businesswire.com/ct/CT?id=smartlink&url=http%3A%2F%2Fexp .. developed by the United States Department of Commerce and the European Commission and Switzerland. By being certified under the Safe Harbor Framework, Sailthru is allowed to receive personal data from EU countries.



itprJenny Williams, 44(0) 1932 578 800 jennyw@itpr.co.uk : mailto:jennyw@itpr.co.uk orHolly

Forrest, 44(0) 1932 578 800 hollyf@itpr.co.uk : mailto:hollyf@itpr.co.uk


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