According to recently released Astound Commerce Insight’s “Global Brand Shopper Survey,” written by Lauren Freedman, 55% of shoppers prefer to shop directly with brand manufacturers over retailers.The pendulum is shifting towards the brand, putting greater importance on manufacturers’ websites for sales, research and service.
Astound Commerce surveyed 1,000 consumers who shop online and have visited a brand manufacturer’s website in the past six months. The survey found that shoppers turn to brands over retailers for more comprehensive product information, in addition to enhanced customer service, better prices and more personalization options.
Lauren Freedman, SVP of Digital Strategy for Astound Commerce, says “Consumers’ heightened expectations for digital commerce means brands must master online selling and present compelling and competitive shopping experiences…
The study found three key reasons why consumers shop online with brand manufacturers:
Today’s consumers are likely to find a strong brand presence as they walk down shopping streets and through malls, says the report. Insights from the research suggest why shoppers may opt to visit one of these physical destinations and what they expect when visiting:
To enhance brand experiences, next-generation technology like virtual and augmented reality is playing a large role for the connected consumer. As visualization technology becomes more mainstream, many consumers expect to see these tools online to test products before purchase, and experience the brand without visiting the physical store, says the report:
Millennials have been a driving force in the evolution of brands, with innovations developed to meet their demand for unique, convenient brand experiences. Brand experience is key, says the report:
For additional information from Astound Commerce, please visit here.