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Industry News

Published on February 13th, 2018 | by The GC Team


Consumer confidence delays sales “by up to six months”

Research carried out as part of ecommerce company PushON’s ‘Webrooming vs Showrooming’ report found that almost a quarter (24%) of customers spend up to six months on research before making a considered purchase, according to new stats.

When looking to buy a high-ticket item, the majority of consumers (28%) will typically spend up to a month properly researching the options available before making a decision. And some customers (7%) are even taking over six months to make a final decision – saying they “need to be confident they have made a good purchasing decision.”

The study of 1,000 UK consumers found that people are now combining online and in-store shopping to help make the right purchasing choice.

79% said they have found an expensive product online that they have liked, but have then gone in-store to make the final purchase so they can see what the item looks like in reality.

70% have bought an expensive item online only after they have seen the product in store first to know exactly what they are buying.

Sam Rutley, managing director at PushON, said: “Parting with large amounts of cash is a huge decision for consumers, as they need to be sure they will like the product after they’ve bought it.

“It’s clear from the research that consumers don’t feel confident enough to make expensive purchasing decisions straight away and are taking a long time to research all their options to make a final choice that they know they’ll be happy with.

“There are a number of factors that are affecting customer’s decisions, whether that’s price, customer service, the quality of the product or the delivery options. Of course, shoppers want to make sure they’re getting the best deal for their money. Therefore, it’s up to retailers to close the purchasing gap by providing a truly omnichannel experience and engaging with shoppers on various channels to build better relationships. This way shoppers will have all the information they need to make an informed decision and then follow through with that final purchase.” https://www.pushon.co.uk/showrooming-webrooming-report/

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