This report was based on data from a survey conducted in October 2016 of of 1,112 US consumers who said they had shopped online in the previous year.
Some 43% of consumers say they prefer to see shipping information on e-commerce websites that has already been personalized, without needing to input information; 38% prefer to see personalized product recommendations; and 33% prefer to see personalized product/service information.
Among overall content types, coupons are the e-commerce website element that consumers most want to see personalized (44% would like brands to personalize them).
Consumers say e-commerce website personalization should be based on purchase history (38% of respondents say brands should know that history) and personal interests (25%).
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji