October 10, 2017, 12:52 PM EDT
Sixth Annual Path to Major Purchases
Table of Contents
Both online and in-store buyers start with online research
Online vs. in-store buyers – different paths to purchase
Alternatively, the majority of in-store buyers (65 percent) do their research in the physical store. On average, they visit two stores before ultimately buying an item. Once in the store, shoppers are less likely to do comparison shopping, signaling the importance of the sales associate and the ability to have the product immediately. And, in-store shoppers are more likely to consult with friends and family. About a quarter of them say they talk with friends and family members, but only 19% of them check online reviews (remember, about 50% of online buyers said they checked online reviews). For these in-store buyers, word of mouth and the in-store sales experience are much more important for big-ticket purchases. Excellent customer service, knowledgeable sales staff and immediate delivery are key to this consumer group.