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Web/Store Cross-Channel Shopping Survey

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Web/Store Cross-Channel Shopping Survey

  1. 1. Web/Store Cross-Channel Shopping Survey Lauren Freedman, president, e-tailing group Sherry Thomas-Zon, vp marketing, Krillion March 2008 This presentation offers highlights of a detailed study. To see supplementary data or to discuss the survey findings with the authors, please email Tim Cox at tim@zingpr.com
  2. 2. Purpose and methodology To better understand the mindset of consumers who research products online that lend themselves to purchase at a local store. The study highlights the role of Internet information resources, the retailer channel, and web-to-store convenience options offered online—such as in-store pickup and inventory availability—in shaping consumer purchase decisions. • Survey completed February 2008 • 1,000 consumers sampled • 50% male, 50% female • Spend at least $500 online annually • Purchase online at least 4x per year Source: Web/Store Cross-channel Shopping Study, Krillion & e-tailing group, February 2008 2
  3. 3. Prior to buying, consumers are spending considerable time online in ‘research mode’ What percent of the time you spend shopping (store/web/catalog) involves researching products online? 25% 26% 42 percent of 21% shoppers spend 16% more than half of 12% their total shopping time researching online 1-14% 15-29% 30-49% 50-74% More than 75% % of time spent researching products online Source: Web/Store Cross-channel Shopping Study, Krillion & e-tailing group, February 2008 Q3 3
  4. 4. Shoppers invest considerable time researching products that lend themselves to local purchase Thinking a ga in a bout the se sa m e ca te gorie s, how m uch tim e ha ve you or would you typica lly spe nd re se a rching prior to m a king your purcha se ? SPORTS/ CONSUMER PERSONAL & LAWN/PATIO COMPUTERS APPLIANCES BABYGEAR OUTDOOR ELECTRONICS CAR AUDIO /GARDEN GEAR We e ks or e ve n m onths 40% 34% 26% 24% 11% 10% 9% Se ve ra l da ys 40% 42% 47% 39% 34% 28% 28% 1 da y 8% 8% 11% 13% 18% 14% 20% 3-5 hours 6% 6% 7% 8% 7% 8% 11% 1-2 hours 5% 8% 8% 9% 16% 14% 17% No tim e a t a ll 1% 2% 1% 7% 14% 26% 15% Computers and appliances top the list of research time invested with consumer electronics and personal/car audio also seeing significant investment of shopper time. Source: Web/Store Cross-channel Shopping Study, Krillion & e-tailing group, February 2008 Q8 4
  5. 5. For complex product categories, manufacturer websites are the #1 destination When shopping for a specific manufacturer's product (i.e. GE dishwasher, HP Printer or Panasonic HDTV) which online resources will you typically use to conduct your research? Select all that apply. Visit the manufacturer's website 72% Go to one of my favorite retailers online to learn more about 54% what they have to offer and their prices Go to a comparison shopping engine to check out prices of 50% the products in which I'm interested Conduct a search online and look at a handful of search 47% listings found Visit a store or several stores to preview the product and 38% then go online to learn more Go to a search engine that has brands I'm looking for and 30% local information about availability and pricing Other* 4% Source: Web/Store Cross-channel Shopping Study, Krillion & e-tailing group, February 2008 Q6 5
  6. 6. Top 3 essential online resources: manufacturers, retailers, search engines Please rate each of the following web resources based on how essential they are to your online product research. Most Somewhat Least essential essential essential Manufacturer websites 61% 35% 4% Retailer websites 54% 42% 4% Search engines 53% 41% 6% Shopping comparison sites 39% 43% 18% Consumer magazines online 37% 43% 20% Portals and other directories 25% 53% 22% Blogs 10% 25% 65% Source: Web/Store Cross-channel Shopping Study, Krillion & e-tailing group, February 2008 Q13 6
  7. 7. Shoppers expect websites to assist with research, and provide up-to-the-minute information Please rate the importance of the following website features, information or tools to selecting a product you have researched online but intend to purchase at a local store. Ra ting of ve ry to som e wha t im porta nt Inve ntory/stock sta tus 88% Spe cia l offe rs 87% Ability to sort & re fine by bra nd, price , product fe a ture , e tc. 83% Ability to com pa re products side by side in a grid form a t 83% Custom e r ra tings/re vie ws 83% Se a rch we bsite by ke yword or product num be r 80% Price history/price tra cking 79% Com ple te list of loca l store s 75% Pickup in-store options 69% Re ce ntly vie we d 48% Re le va nt a dve rtising 43% Wish list 35% Source: Web/Store Cross-channel Shopping Study, Krillion & e-tailing group, February 2008 Q16 7
  8. 8. For online shoppers, “local” means the right price for an in-stock product at a favored retailer What do you see as drawbacks you have experienced that may inhibit purchasing products at a local retailer using online information resources? Select all that apply. Finding the be st price for purcha se loca lly vs. buying 59% through a n online re se lle r Finding loca l re ta ile rs tha t ha ve the product in stock 53% Finding loca l re ta ile rs tha t ca rry the product ne a r m e 52% The tim e it ta ke s re se a rching/se a rching for the right 30% product ne a r m e Source: Web/Store Cross-channel Shopping Study, Krillion & e-tailing group, February 2008 Q15 8
  9. 9. Buyers who pick up in-store are motivated by shipping savings and convenience benefits What was your primary motivator for choosing to pick up a product purchased online vs. having it shipped? Select one. Save shipping 50% expense Convenience 22% Immediate need 18% Other* 4% Enjoy visiting the 3% store Not home to receive 3% product *Other includes shipping not an option, out of stock online; taking advantage of a discount offered if picked up in-store Source: Web/Store Cross-channel Shopping Study, Krillion & e-tailing group, February 2008 Q5 9
  10. 10. Contact information Sherry Thomas-Zon, Krillion 650.965.0233 sherry@krillion.com www.krillion.com Lauren Freedman, the e-tailing group inc 773.975.7280 lf@e-tailing.com / www.e-tailing.com

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