Infographic: Shoppers Are Researching Online Before Buying In-store, and Vice Versa
Reaching the âomnishopperâ takes a cross-channel marketing strategy
A new study is shedding light on the shopping habits of consumers who research products online but then go to the store to buy them.
More than half of such âomnishoppers,â as Criteo calls them in âThe Shopper Story,â a survey of 2,500 U.S. consumer electronics buyers, do not buy from the first website they visit, and 52 percent of them are about as likely to make impulse purchases online as they are offline.
â[Consumers] still want to test the products they are shopping for, whether a TV or a smart fridge, in store,â said Jonathan Opdyke, chief strategy officer at Criteo, adding that âall marketers should know that an omnichannel strategy is more important than ever.â
Marketers who want to optimize their commerce conversions should start by optimizing their visuals, Opdyke said, noting that â89 percent of shoppers said appealing product photos can sway their purchasing decision,â and that 77 percent say video can do the job.
