Most Research Online Before Purchasing In Stores
Posted by Universal Ad at Tuesday, June 19, 2007 3:27 AM and is filed under Advertising,online,Retail 
If I had to guess, I would say less than 50% of consumers research their purchases online (of course, around here it's more like 100% so this may a personal bias) but a recent Accenture survey showed that most consumers use the Internet as part of the shopping process even if they go to
stores to purchase or pick up items.
While two-thirds of survey respondents said they prefer to make purchases in physical stores, respondents also said they research product features online (69%), compare prices online before shopping in a physical store (68%) or use the Internet to locate items online before going to a store to purchase (58%). Only 13% of respondents said the Internet has not improved their in-store shopping experience.
The reports outline a few important giveaways, although they may be obvious to some of our readers:
While two-thirds of survey respondents said they prefer to make purchases in physical stores, respondents also said they research product features online (69%), compare prices online before shopping in a physical store (68%) or use the Internet to locate items online before going to a store to purchase (58%). Only 13% of respondents said the Internet has not improved their in-store shopping experience.
The reports outline a few important giveaways, although they may be obvious to some of our readers:
- Retailers and consumer goods companies need to focus on customer service and make information available both from call centers and online or risk losing customers researching potential purchases
- Instead of replacing bricks and mortar stores, the Internet is an extension of consumers‘ in-store shopping experience providing a resource to research product and price.
- Retailers and manufacturers must understand this consumer
behavior trend in order to reach shoppers, educate them, serve them and
earn their loyalty.
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