Consumer Behavior

Easy product discovery influences brand perception

Photo: Adobe Stock

June 11, 2024

Finding products in easy fashion has the strongest impact on the perception of a brand, according to the fourth annual Coveo Commerce Industry Report.

Over 60% of consumers polled in the survey noted product discovery as top influencing factor in their perception of a brand, according to a press release on the findings.

The report, "With Overwhelming Choice, What Really Drives Shopper Purchase Decisions?," conducted in partnership with Arlington Research, examines shopper preferences, expectations, and frustrations at a transformative time in the retail industry.

The study also revealed the increasingly important role GenAI is playing in guiding purchase decisions, with 72% of consumers expecting their online shopping experiences to evolve with GenAI.

Another finding is that shopper willingness to exchange personal data for deals is on the rise, along with concerns over its use.

Additional findings include:

• GenAI has shifted shopper expectations, particularly pre-purchase decision-making: 72% expect their online shopping experiences to evolve with GenAI while 37% expect pre-purchase education on products and attributes and 31% expect a virtual assistant to help guide them on product selection.
• High expectations persist for online shopping: 91% expect their online shopping satisfaction to match or surpass in-store experiences, yet 49% of shoppers state they still encounter problems online.
• Post-purchase experience remains a big challenge: 68% have experienced an issue with either customer service, checkout or post-transaction experiences when interacting with a business, which included navigation and search issues which prevented them from resolving problems or their questions. Millennials (71%) and Gen Z (75%) respondents were more likely to cite either purchase, customer service or post-transaction issues.