It is amazing to see just how much online research affects consumer purchasing decisions whether they buy online or at traditional stores. And the multi-channel shopper is rapidly becoming the norm, not the exception.
Recently I had an opportunity to talk with a few marketing and/or sales managers from various European countries. All of them confirm that the majority of adults conduct research online before making any purchases and they become more brand sensitive after they conduct this online research.
No matter online or offline, apparently most of the consumers are likely to purchase the very same brand that they discover online. Surveys and questionnaires run by a few e-commerce companies show that consumers choose to shop online primarily for the convenience that comes with online shopping, in addition to product availability and price issues.
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