Shopping online is no doubt easier than braving a crowd of shoppers at a bricks-and-mortar shop and waiting for your turn in a long checkout line, but most people still prefer the latter for big-ticket items.
The reason being is that they can see and experience products like a new kitchen or bathroom in-store before they decide to buy it, according to a new study by digital marketing firm PushOn.
The report reveals 47% of 1,000 consumers actually research online, and once they have their heart set on a product, they go buy it in a physical store. On the other hand, 70% said they have bought expensive items online but only after seeing it in-store.
That only goes to show that despite the ease and convenience of online shopping, many people still want to see and feel a product, especially an expensive one like a car, to be certain that they’re not throwing money away.
However, they’re not close-minded at all; 45% of consumers said they’re willing to make expensive purchases online if websites offered a technology that allows them to experience a product so that they can make informed decisions.
Technologies for product visualisation
PushOn obtained various opinions from their survey respondents regarding which tools eCommerce sites must consider to persuade them to buy pricey items online.
40% said they would love to use Augmented Reality (AR) to test a product before buying it. Because this technology merges digital images into the real world, online shoppers will be able to see and experience a product by placing an image of it over her view of reality.
On the other hand, 41% of the respondents said implementing a tighter online security will make them feel secure when buying expensive item, hence their confidence to spend more.
Here are the other items included on their wish list:
- 52% think retailers should invest in technology that enables a better omnichannel experience – so the shopping journey is seamless in-store and online.
- 32% would like to use online services so they can get instant answers to their questions.
- 17% are calling for retailers to use AI and digital chatbots that bring up purchase recommendations based on their buying habits, and can answer questions about products.
- 17% want to see one-click online shopping to make checking out easier.
- 16% would like to use mobile payments more to make buying online quicker.
There you have it, straight from the shopper’s mouth. Aside from great products and speedy delivery, using the right technology is clearly the key to their hearts.
As Sam Rutley, managing director at PushOn, puts it:
“By utilising technology, such as digital chatbots that can act as online customer service assistants or AR apps to help visualise products, retailers will be able to create a more seamless omnichannel experience where customers can access the same level of service and information as they would if they were shopping in-store. This will go a long way towards increasing consumer buying confidence through the higher levels of security and assurance this technology can offer, meaning they’ll feel comfortable spending more online.”
What kind of technology have you recently adopted in your online business? Share your story in the comments below.
As always, to your continued success,
Dave & Matt
Image Source: https://www.flickr.com/photos/brother-uk/33031685510