Love Those MVPs -- Most Valuable Shoppers
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Hey, big spender. Yes, you, if you're in the top 18 percent of the online buying population.
That would make you what Nielsen/NetRatings calls an MVP, for Most Valuable Purchaser. You're driving far more than your share of the e-commerce economy.
Nielsen/NetRatings, the Internet media and market research firm, reported on Friday that MVPs account for nearly half of all online spending. These enthusiastic e-shoppers drive 46 percent of total online spending.
MVPs are heavy users of comparison-shopping tools as well, the study found. Fifty-six percent of this group visited Shopping.com from June to August 2005; 48 percent checked out Yahoo Shopping; 42 percent looked at Shopzilla; and 21 percent went to MSN Shopping.
These big spenders tended to have a higher household income, were more likely to use broadband and were heavier Internet users in general.
"Each retailer needs to analyze its own customer base to identify its respective MVPs and develop targeted marketing programs that will maximize revenue from these shoppers," Heather Dougherty, senior retail analyst for Nielsen//NetRatings, said in a statement. "Not only are the MVPs valuable based upon sales and number of purchases, they are also inordinately loyal to the retailers that they purchase from."
Retailers may be starting to get it right, according to another survey released on Friday.
Customer satisfaction measurement company ForeSee Results said Cyber Monday, that day when people go back to work after Thanksgiving and begin gift-shopping at the office, saw a boost in customer satisfaction to go along with record traffic and sales. Cyber Monday typically is the busiest online shopping day of the year, and this Monday saw total Internet traffic in the vicinity of 28 million, with from-work traffic 18 percent higher than the previous week.
Even better, customer satisfaction on Monday, November 28 was 2.5 percent higher than weekly levels measured since the end of October, ForeSee said.
"Retail sites saw record traffic levels but were still able to meet the needs and exceed the expectations of their holiday shoppers," Larry Freed, president and CEO of ForeSee Results, said in a statement. "This is a huge feat when you consider that today's satisfied shopper is tomorrow's loyal customer."
So MVPs, y'all come back now. Hear?