1 in 4 customers wait six months before making an expensive purchase, study finds

In Industry Comment, Industry News On

Almost a quarter (24%) of customers spend up to six months on research before making a considered purchase, according to new stats.

When looking to buy a luxury item, like a car, new kitchen or sofa, the majority of consumers (28%) will typically spend up to a month properly researching the options available before making a decision. And some customers (7%) are even taking over six months to make a final decision – stating a need to be confident they have made a good purchasing decision.

The study of 1,000 UK consumers, conducted by ecommerce agency PushON, found that people are now combining online and in-store shopping to help make the right purchasing choice.

79% said they have found an expensive product online that they have liked, but have then gone in store to make the final purchase so they can see what the item looks like in reality.

70% have bought an expensive item online, but only after they have seen the product in store first to know exactly what they are buying.

The research, which was carried out as part of PushON’s ‘Webrooming vs Showrooming report’, highlights consumers’ shopping preferences and how retailers need to improve the shopping experience to support customers right through to the point of sale.

PushON managing director Sam Rutley said: “Parting with large amounts of cash is a huge decision for consumers, as they need to be sure they will like the product after they’ve bought it.

“It’s clear from the research that consumers don’t feel confident enough to make expensive purchasing decisions straight away and are taking a long time to research all their options to make a final choice that they know they’ll be happy with.

“There are a number of factors that are affecting customer’s decisions, whether that’s price, customer service, the quality of the product or the delivery options. Of course, shoppers want to make sure they’re getting the best deal for their money. Therefore, it’s up to retailers to close the purchasing gap by providing a truly omnichannel experience and engaging with shoppers on various channels to build better relationships. This way, shoppers will have all the information they need to make an informed decision and then follow through with that final purchase.”

You may also read!

Sirius Buying Group champion retail independence at Kbb 2020

Sirius Buying Group, major buying group of electrical appliance and kitchen retail solutions join forces with some of its

Read More...

Connect Distribution launches Spring/Summer 2020 catalogue

Connect Distribution, the UK’s leading provider of spare parts, accessories, consumables and small domestic appliances, has launched its Spring/Summer

Read More...

Hotpoint Chest Freezers Extend Storage Possibilities

Major domestic appliance manufacturer, Hotpoint understands the importance of capacity and space management in the kitchen, particularly as the

Read More...

Mobile Sliding Menu

©2018 Innovative Electrical Retailing. Datateam Business Media Limited. All rights reserved.
Registered in England No: 1771113. VAT No: 834 8567 90.
Registered Office: 15a London Road, Maidstone, Kent ME16 8LY