When it comes to winning the loyalty of undecided customers in the eCommerce space, there are several crucial factors that can make or break their decision at the checkout stage.
GLOWhen it comes to winning the loyalty of undecided customers in the eCommerce space, there are several crucial factors that can make or break their decision at the checkout stage.
In collaboration with checkout.com, PYMNTS conducted a study called “At The Checkout: Deal-Chasers Versus Loyal Customers” to gain insights into consumer behavior at the point of checkout. The study surveyed over 2,000 U.S. consumers, aiming to understand their considerations, technology preferences, and the main drivers of loyalty. The results shed light on strategies that merchants can employ to secure the loyalty of persuadable customers.
The study identified three distinct personas among online shoppers: deal-chasers, persuadable consumers, and loyal customers, accounting for 38%, 36%, and 26% of shoppers, respectively, based on self-identification.
While these groups generally have varying priorities when it comes to checkout features, certain factors hold greater importance for specific personas. For example, only 48% of persuadable customers consider it important to access their digital profile, while 62% of loyal customers share the same view.
Persuadable customers are particularly appealing to retailers as they are open to trying new merchants without necessarily seeking significant discounts, unlike deal-chasers who prioritize price and value above all else, and loyal customers who have already established their preferred shopping destinations.
The study highlighted the checkout features that hold the most significance for persuadable consumers. A whopping 85% of these consumers consider the ability to use their preferred payment method as a crucial feature for their online shopping experience. Additionally, an equally high percentage value the protection of their personal data.
Furthermore, 84% of persuadable consumers deem free shipping as an important feature, and 83% prioritize the ease of navigating online stores and shopping carts. These factors play a significant role in shaping their purchasing decisions.
