Wilke Global, a pioneer in consumer affairs solutions and technologies, has released findings from its second annual study on consumer shopping. The study explores the importance of product availability, online vs offline shopping, and how consumers locate products.
Key findings include:
• Nearly half of consumers will pick another brand if they don’t find what they’re looking for, and almost a quarter will go without the product.
“When consumers know the brand they want, getting them to shelves where it’s still in stock still matters,” says John Stieger, Wilke Global CMO. “It’s telling that nearly twice as many consumers are willing to travel to another store than buy online. Investing effort to help them find a local purchase option has a real payoff.”
• More than half of consumers (54%) have used the internet to find a local store that carries the product they want.
“E-commerce is obviously growing, but there is still a need for more immediate gratification in many product categories,” adds Stieger. “If brands invest in creating consumer demand, then it makes sense to make sure they can fulfill that demand. Brands need to provide good answers when consumers want to know where they can buy locally.”
• Consumers who want to buy ‘the kind of products you buy at a grocery store or drugstore’ online almost always go to Amazon (38%), Google (25%), or Walmart (11%). Only 8 percent go to the website of the product they want to buy.
“This may not seem like a revelation, but it’s important to understand that a brand website is not the destination of choice for people who want to buy online,” says Stieger. “‘Owned’ e-commerce may help on the margins; consumers aren’t looking to brands to find online places to buy.”
Wilke Global’s SPOT is an industry-leading tool that helps brands give better consumer responses. SPOT helps answer “where-to-buys” via the web or consumer care team. The result: conversion, reduced brand switching, and increased loyalty.