Insight into the modern path to purchase is key to retail success — especially for retailers expanding into the global market. With this in mind, iVend Retail conducted its 2018 shopper survey on a global basis to provide retailers with information on how consumers’ path to purchase compares around the world.
For our “2018 Global Path to Purchase Survey Report,” we surveyed 2,250 shoppers from Australia, Canada, Germany Mexico, Philippines, South Africa, United Arab Emirates (UAE), United Kingdom (UK), and United States of America (USA). Key findings from the global survey include:
- 91.4% of shoppers around the world research products online before making purchases in a brick-and-mortar store (“webrooming”), most often responding that the reason is “I can take my time when deciding what to purchase.”
- 83.8% browse in physical stores before making a purchase online (“showrooming”).
- About 50% of shoppers around the world take advantage of Click and Collect or Buy Online Pickup In Store (BOPIS).
- 71.6% of consumers say they shop on their smartphones at home, when traveling or during free time.
- 60.1% of shoppers use their smartphones in physical stores; researching the best price is the most common reason given.
- 96% of shoppers have left a store empty-handed, citing these reasons:
- Inability to find what they’re looking for (67.3%)
- Didn’t have what I wanted (66.3%)
- Lines were too long (51.3%)
- The top reason given for why consumers abandon items in an online shopping cart: “I only use it as a wish list” (34.5%).
- 53.6% of global consumers click on retargeting ads.
- 68.2% of global shoppers have responded to an ad made through social media.
- 32.9% of shoppers would like to see automatic payment via digital shopping carts in the future — but 36.1% say they don’t want to use new technologies when they shop.
What the Results Mean for Retailers
Retailers must acknowledge that most shoppers in all regions of the world are using a combination of physical and digital channels on the path to purchase, enabling them to conveniently research products and compare prices as well as see, feel and try products in person. Siloing channels and the shopping experiences your customers have there can be a detriment to overall sales.
Keep in mind that for some consumers, their sole connection to the internet and online shopping is a smartphone or tablet, so a responsive website or user-friendly shopping app should be a part of your retail strategy.
Also, our research suggests that shoppers are comfortable using — and do use — technology to make their shopping experiences easier and more convenient. Evaluate your omnichannel processes to ensure you are leveraging technology to provide optimal experiences that encourage sales and brand loyalty. Without it, you will be unable to compete when it comes to meeting shoppers’ expectations.
Look for our complete 2018 Global Path to Purchase Survey Report soon, which includes details on our findings and additional insights as well as information on how consumer behaviors differ in various regions of the world.