How People Do and Don’t find Products

Purchase Channel InfographicIn a newly released study, need for speed: disrupting the omni-channel US Research company Parago have revealed telling insights into how US consumers are now doing their pre-purchase research.

Easily Digested

The infographic based report summary is well worth a look, both in terms of the data but also the way graphics have been used to illustrate what would otherwise be very dry material.
I bumped into this info via an article by Nathan Safran from Search Engine Land and both he and I were stunned by the results – that is where US consumers go to find the products they are going to buy.

How people Do and Don’t find Products

Notably, Social Media and Mobile Apps are consistently the least preferred channels consumers use when deciding on where to buy.

Consumer channel by product segment

In-store displays are preferred for Groceries, Home Improvement and Pet Supplies. Google Search is dominant across the remaining channels, which is consistent with website conversion data I get to see. 

The chicken or the egg?

Social Media is still relevant in terms of building a community of interested supporters, but considering that most products are purchased in a 1-2 day sales cycle there’s simply not enough lead time for a sensible product or supplier review via their social channels. Imagine how hard you would have to drive your SM channel to build trust with 2 day old friends…  I suspect many join your community AFTER they’ve purchased…

There’s an App for that… Sales?

Install an App to review a product or the seller before I buy? I dont think so.
Apps are good for ongoing engagement, so if your client base repurchases Apps should work well for you.

Show me the money!

My concern is the investment in resources &/or $$$ a small business has to commit to drive a Social media campaign for sales returns &/or build and promote an App to drive sales… It seems an indirect and expensive path to a potentially tenuous outcome.

Does ‘Buy Now’ put off some clients?

Does your shop actively ask or encourage prospective customers to buy quickly maybe even before they are truly ready? Is an in-store prospect (or you may prefer, visitor or browser) the same as an online one?
 Behavioural economist Bri Williams has written a short piece that may cause you to re-think about urging people to buy too soon, just as relevant online as it is offline.  The example she uses of a prominent online bicycle store and “buy now” is relevant to other categories too. Read article in full
 From my experience sales do not flow from over-use of the “buy now” button, indeed, it may not assist the retailer’s cause.  It reminds us all of the importance of understanding the consumer, their needs, preferences and preferred processes, sadly something not all retailers do or do well.
Hope the article is useful. Please pass to anyone you think may benefit.

Regards,John Goslino
Principal Consultant
Audience Dialogue & The E-Business Activators