Research : 47 percent of holiday shoppers have been frustrated that in-store impressions are different from online impressions
Considering that half of holiday shoppers use their mobile devices to research possible gifts before purchasing them in-store and 6 in 10 holiday shoppers do at least some showrooming – going to stores to evaluate products but then purchasing online – brands should make it a priority that the customer experience is consistent across channels and devices, something many consumers have reported frustrations with.
Specifically, 47 percent of holiday shoppers have been frustrated that in-store impressions are different from online impressions and 40 percent have reported a disconnect between the information available online versus in stores. Further validating the need for consistency, the top two reasons shoppers say they are loyal to their favourite brands are consistent, predictable service and a consistent experience across all devices they use to interact with the brand.
- Sixty-six percent of consumers say they are willing to pay a premium for a positive customer experience; though this varies across generations and genders.
- Seventeen percent of 18-29 year-olds strongly agree that they are willing to pay more for a product if the brand delivers a positive customer experience. Those aged 30-39, feel even more so, with 19 percent agreeing strongly. However, this percentage dips with the older generations. Just 8 and 6 percent of those aged 40-54 and 55+, respectively, strongly agreed with this.
- Males and females also feel differently about paying more for a positive customer experience; 12 percent of males compared to 9 percent of females strongly agreed with this.
- The top three resources to research products are: in-store (63 percent), online search (46 percent) and retailer website (32 percent). Twenty percent of consumers say they still use catalogues as a resource to research products as well.
- Seventy percent of those aged 55+ say that in-store browsing is their top resource for shopping research, compared to 57 percent of those aged 18-29.
- The top three frustrations with online shopping include: shows out-of-stock items (60 percent), not enough information available (52 percent) and in store impressions are different from online impressions (47 percent).
- Holiday shoppers rely on their desktop computers for both research (83 percent) and for purchasing (79 percent).
- A smaller, but still significant, segment of shoppers will use their tablet (31 percent) or smartphone (24 percent) for research, but there is a large fall-off in using a tablet (20 percent) or smartphone (12 percent) for purchasing.
- Shoppers over the age of 40 are most likely to use computers for research, while tablets are most used by those aged 30-39 and smartphones are used most by 18-29 years-old shoppers.
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