Buying Online Versus Buying In-Store

What makes customers choose between going into a store to make a purchase versus buying it online?  A recent report sheds some light on how people make purchase decisions and the factors behind them.

The top 2 reasons for going to a physical location to make a purchase were rather obvious

  • Three-quarters of buyers wanted to actually see the product
    before they purchased it
  • 44% went to a physical location because they needed the item
    right away.

The third reason was shipping charges, over 40% of consumers wanted to avoid shipping charges

  • Nearly two-thirds of online consumers abandoned their digital shopping carts when shipping charges were to high
  • Over half said that free shipping was the most important reason they shopped online
  • Nearly three-quarters said it was one of the top two critical features when making a purchase digitally

What Does This Mean To You?

While driving customers to your brick & mortar location does give you the ability to extend purchases to other items and create buyer affinity. Your online store expands your area of influence and allows you to create a larger customer base.  Having a digital store is a necessity.  Make it more comfortable for buyers to shop online by having more product visuals and deeper descriptions.  Timeliness will always be a factor, but you might be able to mitigate that with expedited shipping options.  As for free shipping, this is something you may want to look into.  It might not be cost effective to offer free shipping on all items, but maybe during the holidays (Free shipping was the number one online store determiner during the holiday) or on premium items. You can still drive additional traffic to your physical location digitally through email offers, digital coupons or SMS messages that are only good in-store.

We’d also like to wish everyone a happy & safe holiday season.

For more information on driving traffic to your digital or physical location, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor

Source: Oracle;


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