Monday, July 4, 2011

Online Research and the Path to Purchase

Here is again a great post from the blog that we have come to love for their insightful posts - Position Matters - read on;

Since our inception, we've been talking about "position matters" and the importance capturing the attention of shoppers at the point of engagement - wherever that point may be. That starting point may be a search engine, more often a retail website, maybe even a review - but one thing is clear, it's nearly always online.

So, it was with great interest that I read the recent coverage of the AMP Agency's "Inside the Buy" study. The study evaluated digital behaviors in five leading consumer categories: baby products, consumer electronics, food and beverage, health and beauty, and fashion. 

The Web has opened up more brands, more shopping venues and more choices of all kinds for consumers. Past studies have seen a consumer allegiance to pricing (in sheer cost, free shipping, or online coupon options), which was confirmed here as well, but this study, also called attention to the lack of brand loyalty - in fact, only 3% of the consumers studied showed any brand affinity.

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