Online purchases no longer meet the needs of consumers for detail therapy, according to surveys

They say that there is nothing like detailed therapy, but what happens when you buy online only do you feel that the spark has been lost?

Well, more than 3 in 4 consumers say that while e -commerce is “functional”, it is no longer fun, a new Critteo studio found.

Although we do not defend the purchases of impulses, it is undeniable that it has its emotion that, according to the study, it fades quickly. “

In fact, 61% of respondents said that purchases were simply a convenience for them, while 29% saw it as a job and 36% said they lost the fun of “unexpected findings”.

Unlike shop purchases, which are becoming more experimental, most buyers (79%) consider online purchases more than a lonely experience. Others (78%) say they are simply overwhelmed with the number of product options. All in all, only about half of consumers think about it as a pleasant experience.

This is not good news for consumers or retailers. The question is: How can brands shake things to cause this illusion?

“In order to recover online buyers, retailers need to overcome efficiency and offer experiences that feel customized, intuitive and exciting,” said Sherry Smith, executive director of the Americas of Critteo, at Retail Brew via email. “This means mixing ease of e -commerce with the curiosity and illusion of discovery in the store: through suggestions for cured products, tailor -made recommendations and dynamic content that reflects buyers’ preferences and behaviors.”

He added that AI could play a key role in personalizing some of the online shopping experience, even taking into account “36% of buyers who lose the excitement of” unexpected findings “.

Of course, customization can cost the cost. In fact, 79% of retailers believe that worries about data privacy are an obstacle to perfecting their discovery strategies.

But there are some good news: the study found that 43% of online buyers do not care if retailers use their data to provide a more personalized purchase experience. Smith believes that retailers should take this as an opportunity to increase their game.

“Improving emotional connection using interactive ad formats and custom experiences helps strengthen brand loyalty,” he said. “Incorporating cured collections, limited time offers and other moments can stimulate online purchasing experience.”

This report was Originally posted by Retail brewery.

This story originally presented to Fortune.com

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