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UK Online Shopper Decision Journey | Verdict Channel Report

  • October 2014
  • -
  • GlobalData
  • -
  • 60 pages

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Summary
Online customer decision journeys increasingly vary, with young shoppers, click and collect users and those who shop via a mobile phone all doing so in different ways. Understanding shopper behaviour is vital for success, with the importance of omnichannel development becoming evident as the value of showrooming hits £14.9bn in 2014.

Key Findings
- Understand how big the showrooming effect is in the UK

- Find out how young shopper behaviour differs from the average online shoppers

- Find out how mobile phone shopper behaviour differs from home online shoppers

- Understand the importance of the pre-purchase phase versus the post-purchase buying phase

Synopsis
Showrooming is set to account for £14.1bn of expenditure in 2014. While the process of showrooming is having a major impact, it has been viewed as having a significantly negative effect on multichannel retailers. However, this is not always the case, with 67.0% of all showrooming spend going to a retailer that was visited physically.

The decision to make a purchase happens very quickly for the majority of online shoppers, making it particularly important to display and provide information on products effectively. For their last online purchase, 55.8% of shoppers bought after browsing for under 30 minutes, and 77.9% made the purchase after less than an hour of browsing.

Despite smartphone and tablet penetration being widespread, shoppers are still reluctant to make the final purchase decision outside of the home or workplace. Shoppers who used click and collect for their last purchase were marginally more likely to purchase away from the home or office than the average online shopper.

Reasons To Buy
- How much is spent by shoppers that showroom physical stores?

- What is important to click and collect shoppers?

- How many sores shoppers visit online and offline before making their purchase?

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