May 4, 2004

Retailer Online Recommendations Provide Limited Value To Consumers

by Carrie Johnson

with Charles P. Wilson, Sharyn Leaver

Executive Summary (This is a document excerpt)

A majority of online consumers are aware of retailer product recommendations, and 24% of those aware have purchased a suggested product. However, there's bad news for retailers: 42% of consumers aware of retailer recommendations say they aren't interested in them, and 34% say retailers use the recommendations just to extract more money from them. To increase purchases, retailers should treat these recommendations as an outlet for small, related purchases of the product being researched.

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