It supports businesses whose success relies on measurable growth. Silverback Strategies is a high-performance marketing agency located in the heart of Alexandria, Virginia’s historic Old Town. The 2021 Shopper Study: The Modern Customer Journey Includes Both Retail and Online can be downloaded here: and here’s a blog about it here: What were the top product categories to be purchased online after an in-store visit?.What were the primary concerns when shopping for holiday gifts?.Where did shoppers go to find inspiration for gifts?.In addition, the study also answers questions like: Now, they expect a seamless user experience both online and in-person for every purchase.” “Buyers have become accustomed to buying online and picking up in-store or curbside. “The creativity and innovation shown by retailers during the COVID-19 pandemic has been remarkable,” said John Tyreman, Director of Marketing at Silverback Strategies. This was particularly true of certain product categories, like jewelry and watches, where buyers were nearly 30% more likely to consider buying at a retail store compared to online. The research findings suggest “purchase intent,” or how likely a buyer considers a purchase at a given time, was higher in-store than online. 45% purchased a product online after they saw it in store. Of this group, nearly 80% made traditional in-store purchases. Others took advantage of curbside pick and buy-online-pickup-in-store to skip the lines and maintain a safe social distance-behavior that could remain after the pandemic subsides. Despite the COVID-19 pandemic, retail stores still saw considerable foot traffic. 75% of shoppers traveled to a physical store location. In fact, more than half of consumers who purchased gifts online said they visited a retail store website. 83% of shoppers purchased online during the 2020 holiday season for consumers who spent more than $500 on holiday gifts, that number jumps to a staggering 94%. Not all these website users went exclusively to ecommerce giants like Amazon.
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