Targeting Amazon's Power Shoppers

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Adults who make 75% or more of their purchases with Amazon — the power shoppers — buy from the app and want loyalty rewards. A deeper dive into Branding Brand’s recent survey of Amazon shoppers learned more about this segment of customers to understand how retailers can attract them away from the retail giant.

Rewards vs. Shipping

Of the features that could sway Amazon’s customers to buy from other retailers, 51% of power shoppers ranked loyalty and rewards programs above free 2-day shipping, at 49%. Lower pricing still tops the wish list of features, at 59%. 

 

App vs. Mobile Site, Desktop

Power shoppers buy from Amazon’s smartphone app more than any other channel, at 28% — compared with the 26% who shop via desktop site, and 23% shop from smartphone site. This group is more comfortable shopping and purchasing on mobile, with 51% typically buying from Amazon’s app or smartphone site. 

Takeaways

Because lowering prices and offering free 2-day shipping can be cost-intensive for retailers, the fact that Amazon's power shoppers value loyalty and rewards programs more offers a less costly alternative for brands to pull in these customers.

Loyalty engagement is key to driving app adoption. Shoppers who download a brand's app are more likely to buy, especially when they get something in return from an effective loyalty rewards program. 

Learn more ways retailers can develop digital strategies to better compete with e-commerce competition from our webinar recap below. 

 
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Topics: Trends Survey Company

Survey: Amazon Weaknesses are Opportunities for Retailers

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Are Amazon's deficiencies inadvertently creating a blueprint retailers can use to succeed? Amazon shoppers say they would buy from other retailers if offered lower prices (66%), free 2-day shipping (60%), and loyalty rewards (37%) — pointing to strategies retailers can use to attract the youngest generation of consumers.

To better understand how retailers can compete with the e-commerce giant, leading retail app platform, Branding Brand surveyed 1,000 adults from Feb 17-22 who shop on Amazon and make the majority of purchases for their households.

How and Why They Buy
60% of Amazon shoppers buy using their mobile devices. Having a Prime membership is the top reason they buy from Amazon (31%), followed by low prices (29%). Of those surveyed, 58% were Amazon Prime members.

Of non-Prime-members, the main reason 45% buy on Amazon is to find lower prices. 37% of non-Prime members think Walmart is less expensive.

Attracting Young Shoppers
Major opportunities for retailers exist with younger shoppers — 76% of digitally native 18-24 year olds make less than half of purchases on Amazon. This group prefers in-store shopping and a seamless buying experience, and according to the survey, the leading way they buy on Amazon is with the mobile app at 35%. The rest buy on Amazon.com on desktop (34%) or mobile site (24%).

Only 1% of consumers say they use Amazon Dash Buttons or Alexa to shop.

To learn more about our methodology, contact press@brandingbrand.com.

About Branding Brand
Branding Brand is the retail industry's leading omnichannel commerce platform, powering mobile apps, sites, and in-store shopping experiences for over 200 enterprise brands. In addition to being named a Gartner "Cool Vendor" of apps, the Company is also the Forrester Wave Leader in "Mobile Commerce and Engagement Platforms."

Topics: Trends Survey Company Press Release

Sneak Peek! Cyber Five 2016: Consumer Shopping Survey

Click here to see Cyber Five 2016: Consumer Shopping Survey on SlideShare.

1,000 people who bought gifts between Thanksgiving Day and Cyber Monday opened up about their browsing and buying behavior, shopping satisfaction, and next steps to complete their holiday purchases in our latest consumer survey.

Read our Cyber Five 2016 press release.

The 30-page report uncovers what Cyber Five shoppers said about their experiences, including:
  • 27% of holiday shoppers say retail stores helped them find gifting inspiration.
  • 51% of people used a mobile app to buy gifts during the Cyber Five.
  • 86% of people say they were satisfied with their Cyber Five shopping experiences.
  • Only 6% of people have completed their holiday shopping.

Check out the shopping survey excerpt


[EXCERPT] Cyber Five 2016: Consumer Shopping Report from Branding Brand

Download the full report

 
Topics: Trends Survey Holiday

[INFOGRAPHIC] The Most Popular In-App Holiday Purchases

Holiday 2016: Top In-App Purchases

This holiday, shoppers will be tapping—not checking—people off their gifting to-do list.

We know mobile plays a key role in the buyer's journey—it's the first place many people go to quickly research products and reviews. However, shoppers are increasingly going from browsing to buying in retailers' apps. Shoppers prefer apps over websites because they're faster, more convenient, easier to use, and have better deals on products. 

 

The Top 3 Holiday Gifts Purchased In-App

Let's zoom in on the most popular products to purchase in-app:

1. Apparel & Accessories
56% of shoppers say they'll gift apparel or accessories this holiday. 59% say they've purchased apparel and accessories on an iPhone app in the past, which suggests that fashion products will be the most purchased gifts in mobile apps this season.

2. Electronics 
51% say they've purchased electronics on an iPhone app in the past, while 45% plan to gift electronics. This overlap suggests in-app electronics purchases will be popular this year. 

3. Tickets, Books, & Music 
56% of shoppers say they've purchased entertainment tickets on an iPhone app, while 43% plan to gift books, music, and entertainment products this holiday. 

This season, consumers want streamlined experiences in store, in app, and online. In-app purchases don't necessarily happen while lounging on the couch— 74% say they use apps while waiting in line. While in-app purchases are more popular than ever this holiday, the key to winning over consumers is through a strong omnichannel strategy that merges the online and in-store experience. 

Holiday 2016: Consumer Shopping Survey

We discovered what people plan to browse and buying during the 2016 holiday shopping season. Check out what we found in the survey results. 

DOWNLOAD THE RESULTS

Cyber Five 2016: Consumer Shopping Survey

People who purchased holiday gifts between Thanksgiving and Cyber Monday revealed what they thought of their online and in-store experiences. Take a look at the survey highlights to find out how shoppers felt about this year's Cyber Five.

DOWNLOAD THE REPORT

 

Topics: Trends Survey Holiday Solutions Apps

A Retailer's Top 5 Guide to the Cyber Five

Cyber Five: The iconic shopping spree between Thanksgiving Day and Cyber Monday.

Last year, online shoppers spent over $7.5 billion on Thanksgiving Day, Black Friday, and Cyber Monday alone. In honor of the legendary 5-day shopping extravaganza, here are the 5 trends you need to know about the Cyber Five:

Online sales will surpass $8.4 billion

Thanksgiving Day purchases made on websites and apps are expected to grow the fastest with a 16% year-over-year increase, and Cyber Monday will generate $3.36 billion in one day, according to Adobe.


ADI: 2016 Holiday Shopping Predictions from Adobe

Mobile devices will drive 1 in 3 sales

Adobe predicts that smartphone and tablet traffic will exceed desktop traffic and make up 34% of online sales. Here's the mobile breakdown of total online visits and revenue for the most prominent days of the Cyber Five:
  • Thanksgiving: 59% visits; 41% revenue
  • Black Friday: 57% visits; 37% revenue
  • Cyber Monday: 49% visits; 32% revenue

Shoppers expect to spend less than half of their budget

Most people don't want to break the bank and are hoping for big deals. 71% of holiday shoppers say they'll spend less than half of their budget between Thanksgiving and Cyber Monday, but they might be tempted to buy something for themselves. 23% of people say at least half of their Cyber Five purchases were spontaneous in 2015.


[EXCERPT] Holiday 2016: Consumer Shopping Survey from Branding Brand

Conversion rates jump up to a 50% increase

It's no surprise that people buy more during this time of year. Between Thanksgiving and Cyber Monday, 5% of holiday shoppers expect to buy all of their gifts, and 37% expect to purchase at least half of their gifts. Retailers experience conversion rate increases of 30% on Black Friday and 50% on Cyber Monday compared to the beginning of November, according to Google.

 

82% will use their phones in the store

This is the year of the supershopper—the ultimate mobile consumer. Retail stores still count when it comes to making a purchase even though 4 out of 5 people will use their smartphones inside the store. Thanksgiving Day store traffic peaks between 6 and 8 p.m., while Black Friday foot traffic is heaviest between 2 and 4 p.m.

Holiday 2016: Consumer Shopping Survey

We discovered what people plan to browse and buying during the 2016 holiday shopping season. Last year, 4 in 5 people were satisfied with their Cyber Five shopping experience, so retailers have a lot to live up to this year. Check out what else we found in the survey results. 

DOWNLOAD THE RESULTS

Cyber Five 2016: Consumer Shopping Survey

People who purchased holiday gifts between Thanksgiving and Cyber Monday revealed what they thought of their online and in-store experiences. Take a look at the survey highlights to find out how shoppers felt about this year's Cyber Five.

DOWNLOAD THE REPORT

Topics: Trends Survey Holiday