07 June 2010
Recent ad campaigns have led us to believe consumers are using the high street to window shop then picking up products cheaper online. However, breaking research from Kyp show that while 43% of consumers research a wide range of purchases online (online product reviews and manufacturer websites), over half (56%) say they actually buy items such as televisions and household appliances in store.
Although consumers will happily snap up online bargains for low cost items, major purchases are much more considered. The most popular information resource was online product reviews with 34% of respondents referring to them.
The figures show that consumers increasingly harness numerous information channels throughout the buying process and that brands should not overemphasise any one channel. Kyp’s findings suggest that a focus on getting the right kind of information, in the right place at the right stage of the consumer journey is key to influencing purchasing behaviour.
Nicholas Miller, Chief Executive Officer of Kyp says “The web is an important research tool for shoppers, but online retail does not yet meet the need to touch, experience and ask questions about a high investment item. Brands should not forget the origins of the in-store shopping experience and the role that the real world plays in the consumer journey.”
The research also showed that 52% do not register electrical purchases, either because they cannot be bothered (44%) or they do not see the benefit (40%). At the same time 42% of customers do not read or understand product instruction manuals.
Miller said, “The data clearly shows that consumer electronic brands are failing to communicate the benefits of product registration to consumers, and missing out on developing relationships with their customers. Better incentives, more clearly communicated are required to address the issue.”
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