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Home News US holiday shoppers deterred by product misrepresentation: Survey

US holiday shoppers deterred by product misrepresentation: Survey

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US holiday shoppers deterred by product misrepresentation: Survey

High-quality, readily available, and consistent product messaging was key in driving both planned and spontaneous purchase decisions for Black Friday/Cyber Monday week shoppers in the US, as per a recent survey.

During the Black Friday/Cyber Monday week, 57 per cent of surveyed shoppers encountered discrepancies between how products were presented in promotions, advertisements, or marketing materials and their actual appearance in-store or online. Such inconsistencies led to confusion and deterred shoppers from making purchases, Syndigo, a leading SaaS commerce data management provider, said in its holiday shopper survey report titled ‘Unwrapped 2024: Product Content Performance in Peak Holiday Periods’.

About 49 per cent of shoppers prioritised basic product images. Additionally, buyers sought enhanced content, including graphics and photography demonstrating product usage (25 per cent), videos showcasing product features (22 per cent), and 360-degree views (21 per cent) when researching holiday purchases. Rich content and interactive experiences significantly influence shopping decisions and enhance conversion rates.

Consistent and high-quality product messaging significantly influences purchase decisions during the Black Friday/Cyber Monday shopping week in the US, as per a recent survey.
However, 57 per cent of consumers noticed discrepancies between advertised products and their actual appearance, leading to confusion and reduced purchases.
About half of the shoppers prioritised clear product images.

An overwhelming 60 per cent of shoppers were influenced by recommendations and reviews from other customers. With a vast array of products available online, it is challenging for brands to manually monitor shopper sentiment. Many brands have turned to automated digital shelf analytics to track reviews, scores, and customer concerns at scale, enabling swift responses.

Interest in environmental, sustainability, and governance (ESG) information significantly affected holiday shopping decisions. Over one third (39 per cent) of shoppers stated that ESG claims influenced their decision to purchase a product. In response to the increasing demand for transparency, companies are adopting Master Data Management (MDM) solutions to track products throughout the supply chain and accurately provide ‘green’ information to consumers at the point of sale.

“Brands and retailers are under pressure to address multiple customer experience demands by savvy shoppers, especially throughout the holiday season,” said Benny Blum, SVP of product at Syndigo. “Keys to success include Enhanced Content experiences that help shoppers get to know product features and differentiators, and a strong content syndication network for consistent product information and experiences across channels to build buyer trust and win sales.”

The survey of over 1,500 shoppers was conducted by YouGov immediately after Cyber Monday and asked holiday shoppers about their product experiences from November 25 through December 2.

Fibre2Fashion News Desk (KD)