Blog: Leonie BarrieOnline loyalty

Leonie Barrie | 14 February 2007

Are you a Time Killer? A General Browser? A Product Groupie? Or a Focussed Fulfiller? Perhaps none of these fits the bill? Maybe the following tags describe you better: an Information Gatherer or a Brand Loyal Surfer. The clue lies in the last category: these are all different customer groups who enter online “shops” according to retail operations specialist, Envision Retail.
 
A survey carried out by the company into Internet shopping behaviour has found that the most commercially important are the Brand Loyal Surfers who stay connected 4.5 times longer than other groups (on average they spend 17 minutes on a site). These shoppers look at seven times more product (an average 170 items) and check out an average of six detailed descriptions. All shoppers in this group know the website url or name compared with 68% of the other groups.

“While the Brand Loyal Surfers comprise just 7% of the population they account for 67% of purchases and 22% of this group actually buy something. It is important for retailers to get onto the list of trusted sites that this group use,” explains Jason Kemp, Envision Retail’s managing director.

Another important market segment are the Product Groupies: these shoppers head straight to the pages of the product group they are interested in and spend an average of four minutes on each website, looking at an average of 28 items, but only one in detail. The conversion rate for this group is 3%.

Obviously successful selling on the internet boils down to more than just a good product and website: knowing and understanding the behaviour of these different customer types will help maximise sales. It has certainly made me think about the way I shop online, and on the few sites where I make most of my purchases I definitely exhibit all the characteristics of a Brand Loyal Surfer. A few other tricks to make customers linger and buy online are included in our online fashion feature:

Clothing companies cash in on e-commerce


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