If there is one major trend marketers need to understand going forward this year, it may be this: More than ever, consumers are becoming less dependent on any single channel and are, instead, relying on multiple channels to get information, make decisions, and buy products.
A new survey from Kibo Software, a company that concentrates on the consumer experience, asked over fifty questions of nearly 3,000 consumers from the U.S. and United Kingdom. The consumers were fairly evenly distributed across the 25 to 65-plus age groups, with a smaller percentage from the 18 to 24 age group. One important conclusion of the study: "Consumers don’t look at online and in-store as different channels. Instead, they use them in conjunction, with a significant 94% of consumers stating that they do research online before visiting a store." In 2016, according to the survey, 80 percent of consumers were "less inclined to visit a store if the website didn't provide current product availability."
The survey also revealed that, when it comes to purchases, 76 percent of consumers regularly price-check against competitors. In addition, 92 percent of consumers say that interactive content influences them to make a purchase. Product reviews are an important factor in influencing online purchases, according to 82 percent of consumers, as is a "simplified shopping cart experience," noted by 78 percent of consumers.
A significant concern for marketers relates to brand loyalty among consumers. While brands work hard to ensure that their customers remain loyal, the survey found that 70 percent of consumers think price is the most important factor when making purchases online. Only 12 percent said the most important factor was the product brand.
For more information, visit https://kibocommerce.com/, or download the complete report at the link below.