Product Recommendations Drive Positive Behaviors Among US Consumers

Product recommendations based on previous purchases are common in online shopping. US online adults (35%) consider them an important feature on a retailer’s website, according to Forrester’s Retail Benchmark Recontact Survey, 2022. In-store product recommendations are less common, but nearly half (46%) of US online adults agree with the statement that product recommendations in stores would make them “value a retailer more,” and 46% would find them helpful during their in-store shopping experience. Retailers that offer in-store recommendations could differentiate themselves. This data snapshot shows US online adults’ sentiment toward product recommendations in physical stores.