the electrical path to purchase
Post on 13-Apr-2017
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The Electrical Path to Purchase......is increasingly dynamic and multi channel
Unsurprisingly the key decision drivers are COST, BRAND & SPECIFICATION
Value for money
A well known brand
Suits my needs
Product specification
What drives decision making?
60%
46%
46%
44%
Online
InStore
30%
11%72%
Friends& family
78%
38%
22%
BUT channels varyby category depending
on budget and complexity of product
Online is the main medium for research...
45%
Have a budget and stick to it
35%
16%
Have a loose budget in mind but might not
stick to it
20%
18%
No budget in mind
12%
17%
Try to cut costs on my recent/next purchases
18%16%
Pay more attention to price
than I used to
15%
10%
Pay more attention to value than I
used to
14%PAST purchases are affected by budget
restrictions across all categories
But the FUTURE outlook is brighter...
Convenience
Trust
Promotions
Cheapest option 37%53%
30%35%
25%35%
19%16%
Price remains the key driver when it comes
to retailer choice, both online and in store
Budgeting: save or splurge?
42% PURCHASED
ONLINE
52% PURCHASED
IN STORE
However, when it comes to the actual purchase, in store remains the channel of choice
Researched in store and purchased in storeResearched online and purchased online
39% 15% 25% 100% 60% 100%
In their research, consumers visit an average of3 websites2.5 stores
or
Where are we spending our cash?
46%
39%
39%
17%
-
18%
15%
-
11%
27%
-
51%
29%
23%
13%
-
14%
14%
10%
25%
ONLINE RESEARCH
IN STORE RESEARCH
The shopper barometer study was conducted in December 2012 with 1,000 primary household shoppers.
Data courtesy of SPA Future Thinking ©
www.spafuturethinking.com
Small Appliance
17%
Large Appliance
23%
Computing
16%TV & Audio
20%
3 WEEKS
4 WEEKS
...but same day impulse purchases highlight the importance of being the top-of-mind retailer of choice
On average there is a lengthy path to purchase...
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