Valentine's Day: Tablets beat smartphones for mobile shopping

Personalization, deals and quality of the experience rank among the most valued shopper experiences when it comes to online shopping, while tablets win over smartphones for last minute buys.

Personalization sways shoppers to make multiple purchases. Thirty-two percent of men and 30 percent of women are most likely to click on targeted offers when purchasing a Valentine's Day gift on a retailer's website or mobile site. Additionally, a whopping 73 percent of men and 78 percent of women cite personalization as critical to making a secondary online or mobile purchase.

″Valentine's Day: Retail's Love Affair With Digital,″ a new report from Maxymiser, compares and contrasts the differing online shopping behavior and purchase activities of American men and women in the shopping process for Valentine's Day.

Tablets surged ahead of smartphones as the preferred mobile device for last-minute shopping. Seventeen percent of men and 20 percent of women are most likely to use tablets to purchase last-minute Valentine's Day gifts, compared to 17 percent of men and 14 percent of women who use their smartphones to do so.

Free shipping ranks No. 1 in online checkout preferences. Forty-two percent of men and 55 percent of women care most about free shipping options in the online checkout process.

All those relevant product recommendations fall flat with shoppers — only 16 percent of men and 9 percent of women care about relevant product recommendations.

"Bombarding shoppers with irrelevant, one-size-fits-all messaging and offers will be the death of retailers this Valentine's Day. People not only choose brands on the basis of experience, they also spend more with brands that offer better experiences," said Daniel Toubian, principal consultant for U.S. retail and consumer brands at Maxymiser. "As a result, retailers that tap into the power of omnichannel data and personalization will not only see a near-term increase in engagement and sales, but will also boost customer loyalty and lifetime value of their customers over time."

For more:
-See this Maxymiser press release

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