Channel Collision: Drivers of Online and In-store

Posted on 11 sep 2015 by Admin   |   Filed under Marketplace, internetComments 7

GfK asked 23,000 shoppers within 17 markets across APAC, LATAM, Europe, North America and the Middle East to consider the last time they were choosing whether to acquire something online versus in a store, and suggest exactly what swayed their choice one way or the other.

The most vital aspects that consumers say swayed their choice making their purchase online rather than in-store are: saving money (the clear leader at 55 percent), much easier shopping (28 percent), a much better option of products (26 percent) and faster shopping (25 percent). The fifth most popular aspect was equally divided, with one in 5 consumers (21 percent) saying they selected online because they get better details there, and the exact same number stating it was because they are consistently going shopping there currently.

Crucial elements driving an option to acquire online
1 Save money (much better prices, offers) 55%.
2 Shopping is simpler 28%.
3 Better option 26%.
4 Shopping is faster 25%.
5= Get better information 21%.
5= I'm routinely shopping there currently 21%.

Source: GfK Future Buy study of 23,000 buyers in APAC, LATAM,.
Europe, North America, Middle East.

Overlap in driving aspects.

However, four of those reasons for deciding to purchase online likewise show up in the top five most important elements that drive people to purchase in-store.

For purchases where shoppers decided to buy in-store rather than online, the leading aspect swaying that decision are because they can see and feel the items before they purchase (51 percent) - not a surprise there. However, the next most popular reasons are more intriguing.

A third (33 percent) said they chose to make a particular purchase in-store rather than online because shopping is easier in-store - compare this to the 28 percent who felt that online shopping was simpler. The next greatest reason for picking in-store is that returns are less trouble (29 percent), carefully followed by the fact that the consumer is routinely shopping there already (28 percent). The 5th most popular influencer for buying in-store was similarly divided between getting better details and saving money (both 22 percent).

Crucial elements driving an option to buy in-store.
Let's me see and feel the items.
1 before I purchase 51%.
2 Shopping is easier 33%.
3 Returns are more easy 29%.
4 I'm consistently shopping there currently 28%.
5= Get much better info 22%.
5= Save money (better rates, deals) 22%.

Source: GfK FutureBuy study of 23,000 consumers in APAC, LATAM,.
Europe, North America, Middle East.

James Llewellyn, a director of buyer research study at GfK, remarks, "These results point toward two key ramifications. The very first is that the drivers for physical retail versus online retail are not separated to the degree that we expect. For example, expert recommendations are not a vital distinguisher one method or the other. To sustain footfall, it is for that reason crucial that sellers (and their manufacturer partners) innovate to produce needs to visit, to enhance tendency to buy your store, classification or brand. We expect that, despite a brief hiatus, physical retail touchpoints will become more vital than ever.

" The 2nd ramification is that, to succeed in the future, retail needs to create synergy in between on and offline, not variety. In the end it's the very same buyers aiming to satisfy the same need states with the very same products and services. In future there will be less debate about on and offline, and restored concentrate on the fundamentals of choice, cost, convenience and experience, and how to satisfy and surpass shopper expectations in each and throughout all".