Online Search Moves Both Online and Offline Purchases: Study

Sure, consumers will use online research to direct their online purchases. But they’re also going to take the knowledge gleaned and apply it to offline shopping as well.

According to a consumer survey, 58% of adults plan to conduct research online during this year’s holiday season, and 43% plan to make both online and offline purchases based on that research.

Men are more likely to research online before buying a product: 33% of those surveyed do research online always or most of the time, as opposed to 22% percent of the women.

Ninety percent of consumers who research purchases “always” or “sometimes” end up buying the exact brand they researched.

Seventy seven percent who search online make a purchase when they decide to go to a brick-and-mortar store. Once at the store, 52% are likely to purchase the item they researched, while another 18% are likely to purchase the item and additional items.

Separately, Performics issued a list of 10 basic strategies geared toward maximizing holiday online revenue:

1. Centralize and prominently position free shipping offers: shoppers flock to these
2. Create a sense of urgency: remind shoppers of the number of days until Christmas
3. Create a suggestions page: provide gift recommendations segmented by price/recipient
4. Inspire impulse holiday purchasing: showcase top sellers, editor’s favorites, etc.
5. Make finding merchants and merchant offers simple: visibility leads to conversion
6. Aggressively promote sale offers: segment deals by percentage/dollar off, just added sales, soon to expire sales, etc.
7. Remember last minute shoppers: highlight gift certificates during final shopping days
8. Ensure timely delivery: note stock status/shipping availability at merchant/product level
9. Support the brand: provide shoppers with comprehensive contact information, including FAQ locations and store-based information
10. Think long term: collect email opt-ins for future alerts, newsletters, etc.

The survey was conducted via telephone among 1,053 adults aged 18 and older between Oct. 20-23.