KINESSO Commerce, in partnership with Google, has released a new whitepaper titled Winning the Consumer Experience, which delves into the key factors that drive consumer preference for online shopping experiences.
In the paper, we explore the results of a quantitative survey of 12,000 people’s online shopping habits, identifying three key areas brands must excel in to win the commerce experience: Operational Excellence, Experience, and Brand.
12,000 consumers surveyed across North America
This report from KINESSO Commerce, Kantar and Google captured a broad, representative sample of shoppers across the U.S. and Canada via a quantitative online survey. We polled 6,000 consumers in each country, all of whom were recent product buyers (past 1/3/6 months) in the personal care, fashion, and consumer electronics categories.
Over half of survey respondents (56%) were female and 43% were male. All respondents were 18 years or older, with an average age of 46. To understand the different drivers of online behaviors in different sections of society, we also segmented results by generation. These break down as follows:
| Generation | Born between | Proportion of survey respondents |
| Generation Z | 1997 – 2012 | 13% |
| Millennials | 1981 – 1996 | 33% |
| Generation X | 1965 – 1980 | 28% |
| Baby Boomers | 1946 – 1964 | 26% |
Report sampling was representative of online consumers for age, gender and region. Based on individual purchasing behavior, each respondent completed the survey for only one product category. The data was weighted according to representative demographic ratios within each category and at the aggregate level to reflect actual product purchase shares.
Our research reveals that convenience is the most important driver for online shopping, with almost two-thirds of respondents citing it as a prime motivator.
Convenience means something different to every shopper, however, so we broke down the key components of convenience, identifying three critical areas:
The whitepaper examines the importance of each component, identifying which elements have the strongest influence on consumer choices, both consciously and unconsciously, and providing a framework for brands to prioritize their efforts, focusing on the key drivers of eCommerce preference.
The research highlights the importance of a holistic approach to winning the eCommerce experience, emphasizing that brands must excel in all three areas to truly capture consumer attention and loyalty.
Download the whitepaper today to learn the crucial components of convenience in eCommerce, and how to deliver a best-in-class experience for your customers.
