Recent research by Pragma Consulting has found a strong preference by customers in buying products and making the final purchase decision in store. This highlights the need for effective omni-channel retail, to create a seamless experience with how a customer engages with your brand both online and offline. Effective in-store promotions allow you to target a primed and ready customer base who are willing to make their final purchase decisions in your store.
The study by Pragma Consulting found that 53% of all shoppers said that they prefer to be in-store when making the final decision about which product to purchase. You can help your customers to make this decision by providing them with the correct information on your promotional marketing in-store and by ensuring that you have the right level of care and support for your customers. The study also highlighted the importance of after sales care and support with 76% of respondents stating that they head directly for the high street because of this greater level of engagement and assistance that they receive.
The shopping experience as a whole plays a significant part in this trend and the study found that those who are enjoying the shopping experience are 43% more likely to purchase than other shoppers. Impulse purchases were also found to be more likely in these individuals when they were in-store.
While the use of stores as ‘showrooms’ and the practice of looking for competitive prices online is prevalent, store owners can take steps to prevent this from occurring with promotional marketing and good customer care. 32% of shoppers admitted to ‘showrooming’, but the increased likelihood of impulse purchases and the tendency towards purchasing for the enjoyment of the whole experience will help you to convert customers through promotional marketing, such as upselling or offering in-store only deals, which can boost return on investment and customer engagement with your brand. 3 for 2 offers, for example, can lead your customer to make more impulse purchases and net you greater gains.
The news that shoppers still prefer to make final purchase decision in-store is great for brands and shows the potential power of shopper marketing. When a shopper enters your store, they are primed to purchase, and you should market appropriately to maximise your return on investment from that customer.