Bizrate: Low Online Prices Drive Gen Y Shopping

But being treated well is the leading influencer of retail loyalty
September 2, 2015Andrea Lillo

bizratelogoLOS ANGELES-When it comes to shopping online, Gen Y is by far the most price sensitive when choosing where to shop, while baby boomers and seniors often choose brands that treated them well in the past, according to a survey by Bizrate Insights.

The survey of more than 13,000 e-commerce shoppers found that the lowest price or lowest total cost influenced 43 percent of Gen Y consumers, 39 percent of Gen X, 35 percent of baby boomers and 31 percent of seniors when choosing a retailer. Retailers that treated consumers well in the past convinced 16 percent of both baby boomers and seniors to chose them, followed by 12 percent of Gen Xers and 9 percent of Gen Yers.

“When affordability is less of a factor, the lasting impression of having been treated well is the leading influencer of loyalty,” said Hayley Silver, vice president of Bizrate Insights, a division of retail marketing solutions firm Connexity (formerly Shopzilla). “True brand loyalty is generated by meeting and exceeding customers’ expectations when the transaction is completely done.”

Silver added: “In data we collect every day in our standard buyer surveys, Bizrate Insights found that ‘customer support’ was the leading attribute of the customer experience that most heavily influences their recommendation of a retailer. Other highly influential attributes include ‘product met expectations,’ ‘on-time delivery,’ and ‘design of site’.”

The Bizrate Insight Loyalty Study focused on shoppers who bought items that could be purchased from multiple retailers. The study was offered at the point of sale to customers purchasing from a retailer in the Bizrate Network of more than 5,000 e-commerce retailers in the U.S. and Canada. Data from this study was collected during this year’s third quarter and garnered 13,031 responses.

Andrea LilloAndrea Lillo | Senior Editor
alillo@hfnmag.com

Andrea Lillo has written about a variety of topics, from beer gardens in Queens to kitchen design trends to residential caves. Having joined Home Furnishings News in 2006, she serves as Fashion Editor.

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