A recent report by Criteo reveals that 76% of consumers find online shopping lacks excitement, with nearly 29% describing it as a chore rather than an enjoyable activity.
Key Findings:
- Convenience Over Delight: 61% of shoppers turn to online shopping purely for convenience, while 36% lament the loss of ‘unexpected finds’ a key driver of retail joy.
- Emotional Disconnect: Only 18% of consumers choose to celebrate major life milestones through online shopping, preferring in person experiences that online platforms have yet to replicate.
Implications for Brands:
Brands need to go beyond functionality and reintroduce surprise, inspiration, and a sense of delight into the shopping experience. This includes crafting personalized, serendipitous experiences that recreate the magic of finding something special, even when the shopper wasn’t looking for it.
Takeaway:
The digital shopping experience must evolve from being merely efficient to becoming emotionally resonant. By prioritizing personalized, engaging, and delightful experiences, brands can rekindle the joy of shopping and foster deeper consumer connections