According to retail research from Verdict reported by Marketing Magazine, the average online shopper is expected to be wooed away from aggressive selling via discount products as retailers shift to loyalty based marketing methods and the use of rewards schemes to sustain repeat purchases. As a result, the number of new shoppers heading online is set to slow. That said, it is not all bleak news for the online retail sector and continued investment in shopper retention and growth is expected to reap significant rewards. According to Verdict the number of online shoppers will rise to 32.5 million in 2014 – which according to current figures is an increase of four million new online shoppers. But retailers may still need to initially lure in these shoppers with discounts and rewards as Verdict claims that the current trend is for them to spread their spend more widely across a range of websites. Malcolm Pinkerton, senior retail analyst at Verdict said the number of shoppers online is becoming “highly saturated”. Online retailers need to develop more sophisticated strategies to attract the shopper looking for discounts and rewards. He added: “Retailers will have to change and evolve their online strategies. Driving loyalty and increasing spend per head across all age groups will become vital factors to ensure growth.”
Online Shopper To be Wooed By Rewards For Loyalty Not Discounts
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