As we've discussed, researching products online is very common (especially with big-ticket items), so Pew’s new research came as no surprise for those of us in the retail software industry. The research house found that 58% of U.S. adults research products and services they are considering purchasing online (compared to the 49% who did so in 2004).
Additionally, 24% of U.S. adults say they have posted comments or reviews online about the products or services they buy, indicating that many consumers are willing to share their opinions about products and their buying experiences.
With Big-Ticket Items, Research Is a Bigger Deal
Understanding this behavior is particularly important when selling big-ticket items. Big-ticket purchases require more research and consideration due to higher price points and complexity. In fact, 81% of consumers say they conduct pre-purchase research once the cost hits $100. Furniture, mattresses, appliances, flooring and home decor are all examples of products that consumers are spending a significant amount of time researching online prior to purchase.
Whether the ultimate purchase is made online or at a local store, retailers needs to take the necessary steps to ensure they are providing a seamless cross-channel customer experience that ultimately makes a sale. When executed well -- and with these shoppers in mind -- ecommerce sites can become a critical tool to help stores compete both locally and chain-wide.
The report’s author, Jim Jansen, comments, “Ecommerce is now a 360-degree experience for shoppers. It begins with research that in turn leads to purchases that then trigger commentary and reviews by shoppers. Every part of the online experience seems to have become second nature to Internet veterans.”
To cater to consumers' need for information, your online merchandising should include rich product descriptions and imagery as well as the ability for users to add and access product reviews. It should also be synchronized with local stores - so that selection, prices and promotions online match what's in stores in local markets.
Is your ecommerce software equipped to handle this growing group of U.S. shoppers?
Copyright 2010, Official Blog of Blueport Commerce
Additionally, 24% of U.S. adults say they have posted comments or reviews online about the products or services they buy, indicating that many consumers are willing to share their opinions about products and their buying experiences.
With Big-Ticket Items, Research Is a Bigger Deal
Understanding this behavior is particularly important when selling big-ticket items. Big-ticket purchases require more research and consideration due to higher price points and complexity. In fact, 81% of consumers say they conduct pre-purchase research once the cost hits $100. Furniture, mattresses, appliances, flooring and home decor are all examples of products that consumers are spending a significant amount of time researching online prior to purchase.
Whether the ultimate purchase is made online or at a local store, retailers needs to take the necessary steps to ensure they are providing a seamless cross-channel customer experience that ultimately makes a sale. When executed well -- and with these shoppers in mind -- ecommerce sites can become a critical tool to help stores compete both locally and chain-wide.
The report’s author, Jim Jansen, comments, “Ecommerce is now a 360-degree experience for shoppers. It begins with research that in turn leads to purchases that then trigger commentary and reviews by shoppers. Every part of the online experience seems to have become second nature to Internet veterans.”
To cater to consumers' need for information, your online merchandising should include rich product descriptions and imagery as well as the ability for users to add and access product reviews. It should also be synchronized with local stores - so that selection, prices and promotions online match what's in stores in local markets.
Is your ecommerce software equipped to handle this growing group of U.S. shoppers?
Copyright 2010, Official Blog of Blueport Commerce
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