13th
Up to 90% of purchases influenced by online research, says report
Experian says the research illustrates how the different channels are converging. In-store, 10% of customers use their mobile to check the prices of goods elsewhere before buying.
Elsewhere on the web, 40% of customers use price comparison sites before purchasing electrical or white goods, 20% are seeking reviews of products, and 12% are using voucher code sites and collaborative buying sites like Groupon.
Experian’s managing director of marketing services Mark Zablan said: “Although the headline story of the past decade may seem to have been the rise of online retail and simultaneous decline of the high street, this is too simplistic. People still want to shop in stores, but that the way they want to shop is changing. They still like the experience of visiting the store, but will tend to walk through its doors better educated about what they might find there, having already used websites to research the products and services on offer.”
