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1、Start with the CustomerThe Optimove 2022 Consumer Trust of Online Retailers SurveyThe Optimove 2022 Consumer Trust of Online Retailers SurveyThe Optimove 2022 Consumer Trust of Online Retailers Survey underscores that loyalty and trust are inextricably linked.Our survey of 406 US consumers fielded i
2、n the fourth quarter of 2022 shows that consumer trust of brands must be earned every day.Lets start with the significant cost of mistrust of a brand-more than three quarters(77%)of consumers unsubscribe from brands because they feel their information is being misused.More than half of respondents(5
3、5%)said they do not trust brands with their personal information,a slight bump up from the 48%of respondents from our Holiday Shopping Survey of 514 consumers fielded in August 2022.Leery consumers say their top fear is that“their identity will be stolen”when personal information is shared with mark
4、eters.Further respondents feel that the brand may be in control of a consumers personal information.And eight out of ten said that the control of their personal information is“very important.”While this is the overall current state of trust,forty-one percent(41%)of respondents think the trust betwee
5、n consumers and brands is eroding(getting worse).The most important actions brands can take to win consumers trust is to 1)have a policy that information will not be shared(56%),and 2)know that a brand“asks permission”before sharing suggestions for shopping(31%).2Executive SummaryThe Optimove 2022 C
6、onsumer Trust of Online Retailers Survey3While this report underscores key issues that erode trust between consumers and brands,brands can embark on marketing that starts with the needs and wants of each customer.In doing so,marketers go beyond segmenting customers into broad groups-to responding to
7、 customers individually.Brands need to know their VIP customers and give each consumer what he or she wants where and when they want it.Marketers ability to listen to and respond to customers builds trust and in turn,loyalty.With loyalty,customers become engaged with the brand,which drives sales and
8、 margins and increases customer lifetime value.The Optimove 2022 Consumer Trust of Online Retailers Survey queried 406 U.S.citizens in the fourth quarter of 2022.Respondents were ages 18-plus,49%male/51%female(no respondents were non-binary or declined to answer),and household incomes were$50,000-pl
9、us.Eighty percent(80%)of respondents will shop at brick-and mortar-retailers,and 96%plan to shop online.4MethodologyThe Optimove 2022 Consumer Trust of Online Retailers Survey51.Consumers can be irrational.Many are loyal to brands they dont trustFifty-five percent(55%)of online U.S.shoppers surveyed
10、 responded they do not trust retailers with their personal information.At the same time,a total of 64%are loyal to,and shop at,brands they do not trust.The implication is that consumers might not totally trust a brand,but they continue to shop based on convenience,price,or habit.Once a shopping cart
11、 is filled a consumer may think going elsewhere is not worth the effort.However,a consumer buying from a retailer they do not totally trust means that loyalty is at stake.Consumer distrust is always a risk for retail sites.Survey ResultsThe Optimove 2022 Consumer Trust of Online Retailers SurveyDo y
12、ou trust retailers with your personal information?I DO NOT trust retailers with my personal informationI DO trust retailers with my personal informationAre you loyal to a brand you do not trust?I use brands I do not trust but try to avoid themNO if I do not trust a brand,I never visit itI use/shop b
13、rands thatI do not trust everyday32%32%45%36%55%Source:Optimove 2022 Consumer Trust of Online Retailers Survey2.Consumers think trust between brands and consumers is getting worseThese results underscore that brand loyalty is a huge bonus for retailers.Shoppers who have already interacted with brand
14、s have developed brand trust and are more open to recommendations from those retailers.6Source:Optimove 2022 Consumer Trust of Online Retailers SurveyThe Optimove 2022 Consumer Trust of Online Retailers SurveyI think it is IMPROVINGI think it is STAYING THE SAMEI think it is GETTING WORSEI think it
15、will be STAYING THE SAMEI think trust will be WORSE(less trustworthy)I think the trust will IMPROVE(more trustworthy)Do you think that trust between brandsand consumers is improving,eroding(getting worse),or staying the same in the past 12 months?In three(3)years,do you think marketers and their onl
16、ine interactions with you will:be more trustworthy,less trustworthy,or stay the same?41%35%38%31%24%31%7Source:Optimove 2022 Consumer Trust of Online Retailers SurveyThe Optimove 2022 Consumer Trust of Online Retailers Survey3.Top actions brands can take to build trust:a policy that personal informa
17、tion wont be sharedWhen asked what the most important action is in consumers trusting a brand,56%responded,having a policy that the marketer will not share personal information.Yet just 26%of consumers read every detail of a brands privacy policy.Thirty-one percent(31%)of consumers said the second m
18、ost important action a brand could take is to ask my permission to offer suggestions.”While consumers may or may not take action to check if they trust a brand the onus is on the retailer to build the trust.Constant reminders and actions that consumers personal information is sacred and secured by t
19、he marketer is critical.56%31%6%7%32%14%28%26%Do you read an online brands privacy policy before accepting it?I ALWAYS read every detailSOMETIMES I glance at itI NEVER read itI SCAN and READ only the pertinent informationWhat is the most important action taken by an online brand that makes you trust
20、 them with your personal information?The brand makes a mistake and admits itThe brand asks“permission”to offer suggestionsThe brand knows meand recognizes what I have bought/browsed for in the pastThe brand has a policy that my information will not be shared8The Optimove 2022 Consumer Trust of Onlin
21、e Retailers Survey4.The ultimate cost:77%unsubscribed from a retailer because they felt the brand misused their personal informationSeventy-seven percent(77%)said they unsubscribed from a retailer because they felt the brand misused their personal information.It underscores that trust is directly co
22、nnected to a consumers loyalty to a brand.When sharing personal information,49%of consumers greatest worry is that their financial information will be stolen,while 33%worry most that their actual identity will be stolen.Marketers cannot underestimate the cost of distrust.Because once trust is lost,a
23、n online marketer may never get a second chance.Source:Optimove 2022 Consumer Trust of Online Retailers SurveyWhat is the scariest thing about protecting your personal information when buyingproducts online?Do you ever unsubscribe from a brand because you feel they are misusing(taking advantage of)y
24、our personalinformation?YesNo77%23%33%49%11%4%3%My identity will be stolenMy financial information will be stolenI will be overcharged and not able to recoup fundsI am not scaredand do not have need to protect my personal informationI will accidentally sign up for a subscription program and not real
25、ize itThe Optimove 2022 Consumer Trust of Online Retailers Survey9Email is the preferred channel and viewed as the safest place to share personal data Email is the marketing channel that consumers trust most,chosen by 67%of respondents.In addition,email is the personal information consumers feel saf
26、est about sharing with brands,chosen by 53%of consumers in the survey.While these are the top bulk answers to the best channel,it is not a rule marketers should follow.Marketing and sales are still one to one.It is important to know what communication preferences each customer has and leverage those
27、 when communicating with customers most VIP customers may prefer text,for example.Source:Optimove 2022 Consumer Trust of Online Retailers Survey33%39%27%27%24%15%34%34%67%What marketing channels do you trust the most?EmailMobile NotificationDirect mail(snail mail)TV AdvertisingSMSWebsite Advertising
28、Digital AdvertisingNewspaper/Magazine AdsBillboard Advertisings23%20%17%14%14%25%EmailGenderAgePhonePurchaseHistoryHome AddressIncomeSocial Media ProfilesBrowsing History52%49%53%What personal information do you feel comfortable sharing with online brands?10Source:Optimove 2022 Consumer Trust of Onl
29、ine Retailers Survey51%36%28%36%5.Consumers control of their personal information is paramountEighty-two percent(82%)of respondents said it is extremely or very important that they are in control of the personal information they share with online brands.However,just 36%of respondents felt they were
30、in control of their personal information.This disconnect is disconcerting for marketers.If a consumer feels they are not in control of their personal information it is a component of distrust.The Optimove 2022 Consumer Trust of Online Retailers SurveyHow important is your control of personalinformat
31、ion you share with an online brand?Not at all importantNot so importantExtremely importantWhen shopping online,do you feel that youare in control of personal information you share,the brand is in control,or neither you nor the brand is in control?I AM IN CONTROL of personal informationI shareNEITHER
32、 I,nor the brand,is in control of personal information I shareTHE BRAND IS IN CONTROL of personal information I share1.5%0.5%31%16%Somewhat importantVery important11Source:Optimove 2022 Consumer Trust of Online Retailers Survey46%19%35%6.Overall,consumers dont like being followed by a brand and havi
33、ng products pushed to themMost consumers trust a brand less if a product browsed for is“pushed to them.”Thirty-nine percent(39%)trust the brand less,versus just 23%who trust the brand more.At the same time,excessive/irrelevant offers can damage trust between consumers and a brand,as almost half of r
34、espondents(46%)trust a brand less when bombarded with useless promotions.Brands can benefit by knowing that trust starts with communication.If a brand can ask a consumers preferences,and then deliver what the consumer wants it builds trust.The Optimove 2022 Consumer Trust of Online Retailers SurveyW
35、hen a marketer sends you excessive or irrelevant offers,does it make you trust them more,trust them less,or make no difference?Trust the marketerMORE38%Trust the marketer LESS39%NEITHER trust the marketer more or less23%I trust the brand LESSwith my personal informationIf a product you browsed for i
36、s“pushed to you”by a brand;does that make you trust the brand“following you”more,less,or make not difference?It MAKES NO DIFFERENCE regarding trust with my personal informationI trust the brand MORE with my personal information127.Amazon is ubiquitousVirtually everyone shops on Amazon.Ninety-eight p
37、ercent(98%)of respondents said so,and trust Amazon the most over other brands with their personal information,selected by 48%of respondents.The second most trusted brand with consumers personal information was Apple at 25%.Although Amazon is universally used,just 53%consider Amazon a trusted advisor
38、 when they shop.Thirty-seven percent(37%)neither trust nor distrust Amazon,and 10%do not trust it.While consumers do not fully trust Amazon,it offers convenience and ease.The brand has been one of the best at personalizing the shopping experience.They make the following easy:reordering,returns,and t
39、he ability to see past purchases and recent products that were browsed.The Optimove 2022 Consumer Trust of Online Retailers SurveyWhich major digital online companies/sites do youtrust most with your personal information?OtherAmazonApple FacebookTwitterTikTokGoogle48%12%53%37%25%0.5%0.5%10%1%13%Sour
40、ce:Optimove 2022 Consumer Trust of Online Retailers SurveyDo you consider Amazon a trusted advisor in helping you shop?I DO NOT trustAmazonI NEITHER trust nordistrust AmazonYes,I DO trust Amazon13Source:Optimove 2022 Consumer Trust of Online Retailers Survey30%17%24%29%The Optimove 2022 Consumer Tru
41、st of Online Retailers Survey8.Consumers trust family-owned businesses,and privately-owned businesses most with their personal information,over large public companies like Amazon,Google,and AppleMore than half of consumers(53%)trust family-owned and privately-owned businesses more than large publicl
42、y owned businesses.It underscores that management of large businesses are not connected to consumers.This was also verified by a separate report from PwC in 2022 that revealed a trust gap between business leaders and consumers.The result revealed that(87%)of business executives think consumers have
43、a high level of trust in their business.But only 30%of consumers say they do.The issue for large companies is how to create an intimate relationship with thousands,even millions of consumers on a personal level.To deliver a personalized experience requires knowing what customers do and do not want a
44、t the granular level.For companies to deliver success and profits in online retailing the bigger they get,the smaller and more personal they need to act.What kind of business ownership of online brands do you trust most with your personal information?Government run entityPublicly ownedbusiness(stock
45、 market company)Privately-owned business with multiple owners/investorsFamily-owned businessWith 77%of respondents saying they have unsubscribed from a retailer because they felt the brand misused their personal information,it underscores the importance of trust and its direct connection regarding l
46、oyalty to a given brand.Marketers might not get a second chance if they lose consumers trust.More than ever,consumer loyalty is the cornerstone of marketing in an inflationary environment.As budgets get tighter and new customer acquisition costs rise,for marketers,a bird in the hand is worth two in
47、the bush.Perhaps in 2023,it will be up to three in the bush.In fact,our 2022 Holiday Shopping Survey revealed that 62%of respondents knew which online and brick-and-mortar retailers they would shop at,and 48%would only shop at stores they have shopped at before.So,trust and loyalty can help retailer
48、s win half the battle.When customers know they are personally valued,they are more likely to trust a brand and remain loyal.A customer can recognize a brand that prioritizes relationships over sales.Trust is earned when the brand is honest,consistent,provides value,and puts customers first.Putting c
49、ustomers first means that marketing starts with the customer their needs and desires.Great brands learn about each customer through their actions.The Optimove 2022 Consumer Trust of Online Retailers SurveyWhat can marketers do to win and build trust to gain consumers loyalty?1415The Optimove 2022 Co
50、nsumer Trust of Online Retailers SurveyIn addition,breakthrough marketers go beyond segmenting customers into broad groups to responding to customers individually.These brands know how to break down their VIP customers into sub-groups based on shopping preference,loyalty behavior,and more.It empower
51、s the brand to give consumers what they want when they want it.To connect with thousands,even millions of customers on an individual basis,here is what these great marketers have in place:1.Instant access to unified historical,real-time,and predictive customer data to discover valuable customer insi
52、ghts that can then be leveraged for campaign personalization.2.The ability to go beyond simple rule-based automation to determine the next-best-action while catering to changes in customer behavior in real-time.3.Synchronized marketing communications across all touchpoints and channels to deliver a
53、holistic experience throughout the customer journey.4.Dynamic personalization of content in real-time leveraging AI-models that determine the most impactful content to each customer,whether they interact with a website,mobile app,or any outbound marketing channel.With the infrastructure in place,mar
54、keters can personalize each customers shopping journey.A marketer can read the customers overt and covert communication.Rather than marketing based on rules,where for example,all customers get the same Black Friday offers,effective marketing is based on the next-best-action based on each customers a
55、ctions and feedback.So,all promotions and offers are relevant to the customer.It is personalization at scale,meeting the customer with the right product/promotion in the right channel at the right time.16The Optimove 2022 Consumer Trust of Online Retailers SurveyA Customer-Led Marketing platform tha
56、t empowers marketers to drive measurable growth by planning,orchestrating,and optimizing marketing programs that start with the customer instead of a campaign or product delivers proven results.An independent December 2022 analysis of the total impact of Optimove by Forrester revealed the following
57、measurable benefits to marketers:Marketing improvements:578%return on investment(ROI)88%campaign efficiency improvement campaigns are created faster 50%improved reporting efficiency reporting is done faster and more in depth Payback period after implementation is less than six months Business improv
58、ements:10%Improvement in customer retention rates 15%Improvement in customer order value$182,000 cost reduction over 3 years by phasing out existing point solutions reduced Total Cost of Ownership(TCO).Personalized Marketing Drives Business ResultsOptimove is the first Customer-Led Marketing platfor
59、m.Its solutions ensure that marketing always starts with the customer instead of a campaign or product.Customer-led marketing has been proven to deliver brands an average increase of 33%in customer lifetime value.It is the only customer-led marketing platform powered by the combination of 1)rich his
60、torical,real-time,and predictive customer data,2)AI-led multichannel journey orchestration,and 3)statistically credible multitouch attribution of every marketing action.Optimove provides industry-specific and use-case solutions for hundreds of leading consumer brands including BetMGM,SodaStream,Penn
61、sylvania Lottery,Papa Johns,and Staples.For more information go to O17About OptimoveOther Qualitative benefits of using Optimove:Increased visibility of overall marketing plan and campaign orchestration Improved quality of marketing decisioning New segmentation capabilities allowed companies to be m
62、ore effective across channels,for example,being more selective in sending out direct mail to high-value customers Increased granularity of customer journeys to deepen customer understanding and engagement Ability to have a 360-degree view of the user base The Optimove 2022 Consumer Trust of Online Retailers Survey