Fluent, Inc. Highlights Impact of Post-Purchase Advertising
In an ever-evolving commerce landscape, Fluent, Inc. (NASDAQ: FLNT) has made significant strides in understanding consumer behavior through recent survey findings. These insights reveal that post-purchase advertisements enhance the overall shopping experience, promote product discovery, and encourage repeat purchases.
Post-purchase advertisements appear on ecommerce confirmation pages, aiming to maintain shopper engagement with tailored offers after the checkout process. The survey, which encompassed a diverse group of over 1,000 adults in the US, investigates how these advertisements affect consumer decision-making, foster loyalty, and add value for both consumers and retailers.
Survey Insights and Key Findings
Enhancing the Customer Journey
One of the standout discoveries of the survey indicates a significant impact on product discovery. An impressive 57% of shoppers who responded positively to post-purchase offers reported having found a new product or service that they now love. Additionally, 63% of participants who encountered these ads after every online purchase stated that the post-purchase ads greatly improved their shopping journey.
Delivering Added Value in Shopping
Extra value is also a critical theme emerging from the survey. A notable 54% of respondents expressed that post-purchase advertisements contribute to a better shopping experience by providing useful discounts and promotions. Furthermore, 62% admitted that enticing deals are a primary motivation behind their clicks on these post-purchase offers.
Driving Retention and Customer Loyalty
The survey results also underscore the importance of personalization in retaining customers. A remarkable 88% of those who felt that post-purchase ads enhance their shopping experiences via personalized suggestions indicated a higher likelihood of returning to shop again.
Jessica Batty, the Senior Vice President of Marketing at Fluent, has shared insights on these findings. She explained, “Retailers tell us that post-purchase ads don’t disrupt the shopping journey—they enhance it. Consumers are searching for relevant, personalized offers, and our survey confirms that post-purchase ads drive product discovery while facilitating repeat purchases.” With 14 years of first-party data bolstering their strategy, Fluent has honed capabilities that connect the right ad content with the optimal moment for each customer.
The Growing Importance of Post-Purchase Advertising
Post-purchase advertising has emerged as a significant player in the larger commerce media ecosystem. Not only does it offer retailers a new revenue stream, but it also creates impactful advertising opportunities that resonate with consumers while they are still engaged in a purchasing mindset.
As indicated by the survey, these advertising efforts contribute to robust retailer monetization, allowing them to integrate additional revenue-generating capabilities into their operations and enhancing the overall value for advertisers as well.
Fluent, Inc. conducted the online survey in December, gathering insights from 1,003 US consumers aged 18 to 65 who have recently made online purchases and who recalled viewing at least one post-purchase advertisement during the checkout process. This research contributes essential data for understanding the impact and relevance of targeted advertising in today’s digital environment.
About Fluent, Inc.
Founded in 2010, Fluent, Inc. (NASDAQ: FLNT) is a provider of cutting-edge commerce media solutions, linking high-quality brands with engaged consumers. Utilizing a combination of diverse advertising inventory, robust first-party data, and innovative machine learning, Fluent enables partners to unlock additional revenue streams while empowering advertisers to connect with valued customers effectively. Their established expertise in performance marketing amplifies monetization opportunities and enhances consumer engagement along key touchpoints of the customer journey.
Frequently Asked Questions
What are post-purchase ads?
Post-purchase ads are advertisements that appear on ecommerce sites after a customer completes a purchase, aimed at providing personalized offers and promotions.
How do post-purchase ads improve the shopping experience?
These ads enhance shopping by offering targeted discounts and relevant product suggestions, making the experience more engaging for consumers.
What percentage of shoppers find new products through these ads?
According to Fluent's survey, 57% of shoppers who engaged with post-purchase ads discovered new products that they loved.
How does Fluent utilize data to enhance advertising?
Fluent leverages 14 years of first-party data and advanced AI algorithms to optimize ad content and timing, ensuring relevancy to individual consumers.
What is the significance of consumer personalization in retail?
Personalization drives customer loyalty, as 88% of consumers reported a higher likelihood of returning when receiving personalized ad suggestions after their purchases.
