The fact that Amazon’s dominance continues to hurt retailers is surprising to exactly no one. However, the reason for this isn’t necessarily that consumers prefer Amazon. Amazon has managed to nail personalization in a way few retailers have, according to new research from BloomReach, a Silicon Valley company centered on a personalization platform.
According to Forrester research from three years ago, 30 percent of consumers would research products on Amazon first before purchasing them. Surveying 2,000 consumers, BloomReach found that today this number is up to 44 percent, mostly at expense of retail websites. Only 21 percent of consumers said they start their search on a specific retailer’s site.
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