Rich Media, Personalization Key Loyalty Builders for E-Tailers

The following are rich media features that respondents found to be very important in their decision to stay and purchase from a site, as well as return to that site to make other purchases:

• clear and thorough product photography (94 percent of respondents who shop online more than once a month versus 84 percent of those who shop online only once a month);
• customization of products (79 percent versus 65 percent);
• advanced product viewing functionality (76 percent versus 68 percent);
• video demonstration of required assembly or installation (49 percent versus 35 percent);
• video demonstrations of products in use (46 percent versus 30 percent); and
• video product reviews from customers (46 percent versus 33 percent).

Online buyers ranked the presence of dynamic content such as personalization as a critical component to the online shopping experience. Respondents ranked the following personalization features as extremely or very important in their decision to stay and purchase on a site, as well as return to that site to shop again: