Working in the web development and design industry, I think it is essential to be aware of not only current design trends but also market research. As an online shopper myself, I was curious to know what other online shoppers valued in choosing an online store. In a study of 4,023 adults conducted in April by BIGresearch on behalf of NRF and Shop.org this is what they found.
According to the study, the most significant factor is price (sales or price discounts). Shopping online enables you to easily do price checks, read reviews and make what you feel would be the most informed decision. Nowadays with the market at a down turn, many consumers are looking for ways to stretch their bottom dollar.
“Over two-thirds (67%) of women cited price as a significant factor in choosing to do business with a given retailer, though somewhat fewer (58%) men felt strongly about price.”
In second place, 45% of customers valued free or discounted shipping. I can personally attest to this. It’s a contributing factor to why I do a lot of my online shopping on amazon.com.
It was refreshing to learn that consumers are not only swayed by price. Other factors that contribute to online shoppers purchasing decisions include merchandise assortment and quality. The study found that steady value-based shopping was preferred over ongoing unpredictable sales.
Fiona Swerdlow, Head of Research at Shop.org states that “while consumers certainly welcome the term “value” these days, retailers can set themselves apart by emphasizing merchandise quality, durability and selection in their marketing and product descriptions – and may even want to do some A/B testing around those messages. From a marketing perspective, retailers should segment their customers to most effectively target messages that emphasize purchase factors important to different groups.”
So the bottom line is, if value, quality, and durability are the key factors that has the greatest impact on consumers’ decision making regarding where to shop online, shouldn’t your online store market those same key factors?
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