Wednesday, December 21, 2011

The Death Of The Impulse Shopper

Leena Rao writes in TechCrunch on how shopper behavior has changed over time due to penetration of technology. There are some interesting comments from the readers as well. Read on below.

"It’s no secret that technology has changed in-store shopping behavior. Whether it be through mobile phones, barcode scanning, or price comparison shopping sites; consumers are more prepared than ever in the store aisle. According to a new study released from Deloitte, nine in 10 shoppers know what they’re buying before they arrive at a store, and more than eight in 10 (83 percent) have a set of brands in mind that they will consider.

Of course, when considering the holiday shopping season ahead of us, we know in-store shoppers are more mindful of finding online deals or coupons. According to the study, 80 percent of surveyed shoppers say they do their own research online and have a pre-determined price point and a potential savings amount in mind before they step into a store. Furthermore, two-thirds of consumers shop when they know products will be on sale.

Three-quarters (75 percent) of survey respondents assert that they are smarter shoppers than they were a year ago, and nearly nine in 10 (86 percent) believe they are getting more precise in what they buy.

All of this means that retail stores need to consider the use of online campaigns to educate shoppers via mobile and online platforms. Clearly companies like Google, eBay, and even startups like ShopKick are gearing up for how to influence shoppers’ in-store purchases as well as online and mobile shopping."

Read more here.

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