Product review and rating specialist Bazaarvoice has released a study on what shoppers want: more rewards programs, gamification, enhanced and virtual reality.
Shopper preference report 2022, Bazaarvoice's new survey of 10,000 shoppers worldwide, reveals shoppers' expectations of e-commerce. 73% of respondents say they value the quality of the experience more than the price. It is even a standard requirement for 22% of them and a regular focus for half (50.8%).
Reward system attractive to consumers
Almost nine out of ten French people say they will buy more than they planned if they get a reward for spending. Loyalty schemes can encourage or even trigger purchases. For example, 72.4% of respondents say they are more likely to buy something if they can participate in a loyalty program. Many also want more fun elements when shopping online, compared to 45% when shopping in shop and a third when using an app. Thus, almost one in two French people are willing to take part in a game if it allows them to obtain a promotion. And 79.1% of respondents say they are willing to share their opinion on a product or service to obtain a reward.
Live shopping, enhanced and virtual reality, metaverse, the future of e-commerce
Live shopping, or the broadcasting of a live sales show on the Internet, is considered the most exciting cutting-edge experience in the eyes of the consumers surveyed (43.7%) in France. It is followed by virtual reality (39.5%), augmented reality for trying out products (33.1%) and the metaverse (23.1%). Moreover, 30.5% think that the metaverse will be part of the usual uses of retail in the next three to five years. Nearly one in two French people believe that the metaverse will contribute to a better personalisation of shopping, and while 68% of them want to benefit from it, a third of respondents are concerned about the exposure of their personal data. However, almost half of the French respondents to the survey admit that they do not understand what the metaverse is all about.
The digitalization of the in-store experience is also part of the expectations: six out of ten French people would like to benefit from virtual or augmented reality in the shops.
Regarding NFTs (Non-Fungible Tokens), three quarters of the French people interviewed said they would like to buy them in the future. These non-fungible tokens (NFTs have a digital certificate of authenticity attached to a unique digital file) can provide benefits such as access to private events or discounts on products. Of those surveyed, 47% want to buy an NFT in the next 12 months and 31.4% plan to do so in the next few years.
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