Web 2.0: How Online Content Drives In-Store Results
It is now an overwhelmingly common practice for shoppers to research products online before buying them in a store. How common? The National Retail Federation reports that more than 90 percent of consumers research a product online prior to making a purchase in a store. Moreover, 92.5 percent of adults said they regularly or occasionally research products online before buying them in a store, according to BIGresearch.
But why should retailers care that consumers begin their shopping online? Statistics in this area are equally eye-opening: A Harris Interactive survey reported that 90 percent of those surveyed say they have a better overall shopping experience when they research products online before shopping in-store. The Kelsey Group reports that with purchases of more than $500, where the Internet is the starting point, more than 90 percent of the purchases are completed in a store.
But as consumers look online first, the content they find greatly determines product (and brand) preference. And despite retailers’ best efforts, the content consumers find today often doesn’t provide all the information they need in order to make an informed purchase decision. In fact, nearly one quarter of consumers said their biggest online shopping frustration is purchased items having no resemblance to the image on the Internet (Opinion Research Corporation).