Online Window Shopping Sales Converters

by Jack Loechner, May 22, 2012, 6:15 AM

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This brief has been updated on 5/23 to reflect attribution corrections brought to our attention.

According to the hybris 2012 "MultiChannel Shopping Survey," even while shopping in a brick-and-mortar store, consumers continue to turn to digital channels with 19% reporting that they browse their mobile device while in-store. 66% do so to compare prices with others, using mobile to compare product choices (27%) and online recommendations (7%).

• Wave Collapse noted that 58% of those who have not purchased on mobile have looked at products on a device. The purchases they see themselves as least likely to make are financial products, insurance, and groceries. They have less resistance to other items such as jewelry, clothing, and pet items.

The hybris study continued by pointing out that Online and mobile strategies continue to increase with 39% of consumers reporting that they make more purchases online than in-store. Looking ahead to the 2012 retail holiday season, 46% of consumers plan to increase their online shopping during the holidays, while only 8% will increase in-store shopping.

Steven Kramer, President of North America at hybris, says “... consumers have expectations that their favorite retailers will be accessible to them anytime and anywhere... retailers who aren’t keeping up with the latest technology will find their customers moving to a retailer who will...”

The study examined the consumer shopping behavior and preferences across a variety of channels, devices and product categories to identify the key features shoppers look for in a multichannel shopping experience. When asked to rank desired features in a multichannel retail experience, the study found:

• 45% of respondents indicated in-store pickup options for online purchases were most important
• 28% of consumers selected in-store returns for online purchases as most valuable

82% of respondents would shop again at a retailer who accepted in-store returns for online purchases, and 73% were more likely to become a repeat customer if a store offers in-store pickup. However, only a third of consumers believe retailers are currently offering both in-store pickup and returns for online purchases.

“... retailers who offer flexible fulfillment options are more effective at enhancing brand loyalty...” Kramer concluded.

40% of participants indicated they would be more likely to return to stores that distributed personalized offers,  or in-store mobile promotions (42%), but nearly half of consumers said retailers do not currently deliver these capabilities.

The most important factors for following through with an online purchase:

• Easy navigation (59%)
• Simple checkout process (57%)
• Presence of product images (42%)

The most important factors that might deter an online purchase:

• Shipping costs (47%)
• Out of stock items (28%)
• Lack of product images (23%)

For more about the hybris study and access to the whitepaper, please visit here.

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