Although more consumers are beginning the process online, shoppers still want to see, touch and interact with the products in a physical store prior to purchase. Consumers turn to the online channel for ease of comparison, 61%; breadth of information, 47%; and convenience, 51%, while 62% of consumers admit that the physical stores provide the tactile in-person experience.
Of those shoppers who purchase offline, 57% say pricing is one of the main motivators for purchasing online, followed by free shipping at 57%, promotions and discounts at 50%, and item availability at 32%.
The study also made recommendations for marketers. Pricing factors tend to attract online shoppers, but the inability to see, touch, and feel the product tends to discourage shoppers. Retail sites become an opportunity for marketers to showcase CPG items not only through text, but video and other forms of media.
Read the full article via Mediapost.com
