Online Shoppers Loyalty

    May 21, 2007

DoubleClick Performics has released the results of their Consumer Loyalty Survey, which examined what factors determine loyalty to an online retailer.

"When it comes to loyalty and rewards programs, this research shows consumers often seek the best value," said Stuart Frankel, president of DoubleClick Performics.

 "Seven out of ten consumers shop multiple Web sites before making an online purchase to find the site offering the best deal."

The survey revealed that 71 percent of shoppers browse a number of online stores before they make a purchase. Four out of ten (42 %) shoppers use comparison engines when researching a product.

Close to half (48%) of online shoppers said they were loyal to online retailers with a good value, service and product selection.

Seventy percent of respondents said they were members of a frequent buyer program. More than half (53%) ranked discounts and other offers as the most important feature of such programs.

 When considering doing return business with a Web site, 56 percent said that online order tracking was very important. While 41 percent said that "poor service" would deter them from becoming loyal to a Web site.

Free shipping remains an important incentive to bring customers back to sites.

Between March 29 and April 12, a panel of 1,000 consumers took part in the online survey.