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77% of shoppers are anonymous to brands on their own sites

Most brands don’t know who their shoppers are, which makes it nearly impossible for them to own their relationships with customers.

While brands understand the importance of identification, new research from Bluecore shows that majority aren’t hitting the mark. On average, brands only know 23% of shoppers viewing products and 28% of shoppers searching for products on their site. These numbers change drastically across verticals.

Bluecore derived data from a subset of its 400+ eCommerce brands in Q4 2021 to help retailers improve identification and increase conversion opportunities. It finds that among this, brands know who more than half of the shoppers adding products to their cart are. In fact, 57% of shoppers adding products to their cart are known by brands, nearly double than the shoppers identified when viewing (23%) or searching (28%) products. Because brands are able to engage with identified customers in a personalized way, it’s no wonder more of those shoppers are making it to cart.

Health & Beauty brands are the most advanced at identifying shoppers, the data shows. These brands know 67% of shoppers that are adding products to their cart, 44% of shoppers searching products and 34% of shoppers viewing products. This is likely because of the frequency that shoppers purchase these products and health & beauty brand’s focus on retention efforts that engage shoppers with products that fit their needs.

Meanwhile, consumer electronics and jewellery have the most anonymous shoppers. Consumer electronics brands identified only 9% of shoppers viewing products and 21% of shoppers searching products, while jewellery brands identified only 11% of viewers and 18% of searchers. Because of the occasional nature of shopping in these categories, it’s even more important for brands to engage and identify customers when they are shopping on their sites.

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