Monetate：2019年假期购物调查报告（英文版）（7页）.pdf

1、Homepage for the Holidays New Holiday Shopper Research from Monetate on Growing More Best Customers 2. Introduction The promise of personalization is to turn more of your customers into your best customers, especially during Q4. With personalization, you can identify new audiences, learn about them,

2、 and give them more of exactly what they want. But many brands are focused not on their best customers but their biggest groups of customers. The reality is that in many cases, your marketing time and dollars would be better spent focused on growing smaller, higher potential segments. As an example,

3、 many standard optimization and remarketing strategies focus efforts on shoppers who left a site without making a purchase. Shoppers who bounce from the site seem to be great opportunities for remarketing because theres often a large percentage, but the data tells a different story: Monetate data ha

4、s shown that only 16 percent of these shoppers return to a site and only 1.9 percent of these visitors make a final purchase. In contrast, AI now allows marketers to personalize for small groups of high-value customers. And new Monetate research identified a specific group that marketers should cons

5、ider in their 2019 holiday personalization strategies: “retained” visitors, or holiday shoppers who were new in the previous year. Heres one important example of why: In 2018, the average conversion rate for all returning customers was 2% compared to 4.2% average conversion rate for those who conver

6、ted during the last holiday season in 2017 (retained customers). What makes retained customers from the previous holiday season stand out? People who converted during the 2017 holiday season spend significantly more in 2018 than all other returning visitors combined. People coming from Bing and Yaho