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Mobile commerce is shaking up more than brands’ back-end platform necessities. A new Salsify survey confirmed that product research and purchasing is highly informed by product content, which is typically first investigated via Amazon or Google.

The study analyzed responses from more than 1,000 online shoppers regarding what factors bring them to browse and buy a product during fall 2016. The report also shed insight into current consumer behavior both in-store and online, which are no longer mutually exclusive.

The majority — 77 percent — of shoppers polled said they use their mobile device while in a store. What’s more, they don’t want to be bothered by a sales associate. “Only 35 percent of shoppers would choose to talk to a salesperson when they have a question in a store,” the report said. This necessitates accurate and comprehensive consumer data be shared with sales associates to enhance in-person interactions.

And it’s not just Millennials who are embracing this shopping approach. The survey found that those under the age of 60 prefer to shop via their mobile devices. However, most of these shoppers aren’t just using their mobiles to pull the trigger on a purchase. The top reason consumers use their phone is to compare an item to a competitor’s price. Of the top seven reasons shoppers use their phone, buying landed in the last position, meaning that consumers are upping their perusal and research tactics, relying on product description and peer reviews to inform their final decisions.

To collate these opinions and details, shoppers refer to Amazon and Google predominately. “Four percent of shoppers start on Amazon and buy somewhere else, 42 percent start on Amazon and buy on Amazon,” said the report. “Four percent start on Google and buy on Google. Thirty-eight percent start on Google and buy somewhere else.” Only 7 percent of those polled go directly to a retailer’s site and buy off of it.

Regardless of the final buying destination, product content — price, description and peer reviews — rank as the most influential factor. “Eighty-seven percent of consumers rate product content extremely or very important when deciding to buy,” the report said.

Basic details won’t cut it, either, as consumers become more visually informed, they expect brands to supply multiple images of a product. “Seventy percent of shoppers need to see at least three photos while shopping for a product. Eighty-six percent of shoppers like to read at least three reviews before selecting a product,” said the report.

In order to respond to these newer behaviors, the report suggested a three-pronged approach to answer to consumer expectations. Perhaps most obvious, an investment in product content was suggested. Considering mobile functionality — even a basic charging station might suffice — for brick-and-mortar locations will help narrow the disparity between mobile and in-store experiences. Fianlly, an investment in search optimization is paramount to secure a high ranking in Amazon and Google searches.

More from WWD:

Retailers Struggle to Maintain Earned Media Value

Gen Z is Ready to Shop – On Their Terms

Memorable Marketing: Key Strategies to Draw Consumers

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