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2018 UK Consumer Spending Habits: Putting Customers First

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Checkout.com recently conducted a survey of 1,500 shoppers to better understand what consumers want when they are online shopping. We looked at the data and compiled our findings into a quick tip sheet to help businesses optimize their stores, improve customer experience, and ultimately, earn more revenue.

As online retailers, we’re sure you would agree that the customer is king. How much easier would it be to put the consumer first and improve the online customer experience if you have the right kind of insights into what they actually want? We dug deep and got personal with our respondents to get to the bottom of their shopping habits – and luckily, they were happy to oblige.

Basically, we asked the awkward questions so you don’t have to such as, "Do you ever feel buyer’s remorse?," "What can online store owners do to make your shopping experience smoother?" and "What are some major turn-offs you experience when shopping on a brand's website?" 

4 Ways to Attract the Customers You Want
Our study found that most consumers fall into one of four distinct groups.

1. Personalization is key.
It turns out that 16-29 year olds, or The Deliberators as we like to call them (due to the fact that 75% feel guilty after buying something online), very much like the idea that brands will make them personalized product and discount offers based on their purchase history. What’s more, over a third (37%) think more highly of a brand if they receive bespoke offers. If you’re looking to improve online customer experience with this demographic, personalization will be key.

2. Take advantage of social media
Similarly, 30-44 year olds, or The Browsers as we refer to them, are influenced by social media and would like to buy directly from platforms like Facebook and Instagram. In fact, over half of respondents in this group (52%) would buy things they see advertised on social media. For this group, investing in social media would be an effective way to get their attention.

3. Everyone likes a deal
By comparison, 45-59 year olds, or The Spenders,  is one of the more decisive groups (as you might have guessed by their name) and typically enjoy spending. In fact, over half (54%) said they feel delighted after making a big purchase. This group, however, will invest more time researching the best deals and feel good about their decisions so long as they can justify the purchase. Similar to The Deliberators, this group also responds well to receiving personalized products and offers.

4. Use a clear, visual approach
Last but not least,The Assured(60 year old and up) was the only group that, for the most part (65%), don’t experience guilt after making a purchase. Interestingly, a similar amount (62%) said that personalized offers don’t add to their online shopping experience – so while they are spending, they shouldn’t be targeted quite the same way asThe BrowsersandThe Deliberators. They tend to take a more traditional approach and will take time to research the product, imagine themselves with it or try it out in stores before taking the plunge.

These are just a few insights we’ve gleaned from our study. To see our full list of tips and recommendations, download our consumer guide to better understand what your customers want, and more importantly – how to give it to them.