Unlocking the Joy of Online Shopping—The Power of Relevance
Rokt partnered with The Harris Poll to explore the nuances of online shopping experiences and what drives customer satisfaction. Our commissioned report, The Joy of Checking Out, reveals a key insight: while digital ads are meant to drive engagement, more than a quarter of ecommerce shoppers (29%) say being bombarded with ads is a top reason for abandoning their shopping carts. While many consumers find online shopping more enjoyable than streaming or scrolling social media, their experience quickly turns negative when they feel overwhelmed by excessive or irrelevant ads.
The joy of online shopping vs. ad overload
Relevance is key to maintaining engagement without frustrating shoppers. Instead of feeling understood, consumers often feel like a sales target, which can push them away. Elizabeth Buchanan, Chief Commercial Officer at Rokt, highlights the importance of striking the right balance:
Key findings from the study
Relevant messaging boosts spending and loyalty
In the US, 70% of shoppers are willing to spend more with businesses that truly understand their preferences. Nearly half (47%) of consumers say they’ll shop again with a brand that delivers a personalized experience—moreover, 32% expressed interest in joining a loyalty program after a positive online shopping encounter.
Irrelevant ads do more harm than good
A significant 74% of consumers would prefer not to receive an offer over receiving one that doesn’t resonate with them. Notably, 28% of Gen Z shoppers feel overwhelmed when faced with too many irrelevant offers.
The growing role of AI in shopping
Almost half (48%) of consumers assume that AI influences their online shopping experience. In the US, around 67-68% are aware of AI’s use in enhancing search assistance and providing personalized deals or coupons.
Diverse reactions to AI-powered features
While many people find personalized deals, coupons, and curated reviews delightful, features like chatbots or overly anticipatory services often become ” creepy.”
Millennials and Gen Z demand personalization
Over three-quarters of millennials (78%) and Gen Zers (77%) feel more confident in their purchases when a brand understands them. Additionally, 73% of Gen Zers are more likely to buy from brands that offer products or services tailored to their needs.
Our report underscores the importance of striking the right balance in online advertising—prioritizing relevance and personalization can lead to higher conversions, increased loyalty, and a more joyful shopping experience overall.
Dive into the insights from The Harris Poll here, and check out our latest coverage in Forbes.