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Savvy consumers gaming online shopping, says dotmailer

24th August 2017 • Notebook

New research by dotmailer has revealed the cunning ruses consumers are employing in the quest for an online discount. From abandoning a basket, to entering in fake details to receive a better deal, it seems consumers are learning how to game the online shopping system.

With online shopping worth £133bn in the UK, it’s no surprise that people are becoming more sophisticated in how they approach their purchases. In fact, over three quarters (80%) of respondents online agreed they were willing to conduct extensive research to secure the best possible deal, so retailers need to be aware of the tricks involved in order to stay ahead.

Other key findings of the report include:

  • 39% of online shoppers deliberately sign up to mailing lists so they can get a better deal
  • 30% of online shoppers wait specifically for online sales days such as Cyber Monday to get a better deal
  • 6% set up different customer accounts using alternative email addresses on the same website to get multiple deals

However, despite this sophistication among shoppers, over half (52%) felt that brand emails rarely target their situation – showing that nearly half the UK online population are poorly engaged by the brands they buy from.

This is key, because not only is online sophistication on the rise, but customers are deploying a range of cunning tactics in an ongoing arms race to try and outsmart businesses to secure better deals on purchases. Indeed, 13% of online shoppers abandon their carts so they can get a better deal, and over one in seven (17%) abandon their carts at different websites to compare deals.

At the same time, many of the tried and tested methods may no longer be as effective as previously thought, with less than a third (32%) regularly clicking on email offers sent by brands and almost a tenth (8%) admitting to creating an account to get a discount, but cancelling it soon after a purchase.

Skip Fidura, Client Services Director at dotmailer commented: “The call to action for brands is clear – as consumers are becoming increasingly savvy, businesses must respond in kind. Email remains a highly effective tool, however ensuring emails are relevant and personalised will ensure consumers don’t disregard brands.

“People will always try and game the system, and it is up to businesses to face the challenge by providing incentives and communications that will keep the customer engaged. The prevalence of email throughout our lives shows how crucial it is as a channel, but brands need to understand how to make the most of it to glean the best results.”

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