Indians make the last purchase and check prices on the web when they’re in shops.
Urban offline shoppers are currently using the net in diverse ways when they are at an offline store influencing their purchase decision such as researching online for all their merchandise purchases, a new study by Google said on Monday. The Google study titled’Shopper Path-2-Purchase’ compiled by IPSOS — market research firm, was ran across seven distinct product categories such as — cosmetics, skincare, baby care, accessories, home decoration and computers.
The report underlines the addiction has been established and they are now going online to find information even when they are in store before making the purchase. Slimming offline shoppers’ purchase journey down, this report highlights the role of electronic touchpoints in the shopper’s decision making process across phases of journeys that are pre-purchase and In-Store. In the phase, 55 per cent metropolitan offline shoppers turn to digital in the event of men’s apparel in the event of infant care or house decor and 62 per cent.
“With more than 460 million Indians online, on-the-go search is now an established habit that’s leading to shoppers to maintain a constant look out for information and satiate their requirement to make an informed decision before buying a product even if they are in a shop,” said Vikas Agnihotri, Country Director – Sales, Google India. While online shopping users were considered as more digitally savvy, the report reveals that urban offline shoppers are skillful and participate with touch points throughout their purchase travel.
“The propensity to explore, evaluate, validate and assimilate information at convenience has made digital a default destination to your urban offline Shopper. Irrespective of the sex or product class, the Indian shoppers are very comfortable navigating via the numerous touch points (Physical as well as Digital) available to derive the best overall value,” Agnihotri added.
The report also studied the post and triggers purchase behaviour, showing the involvement with the touchpoints that were online does not cease after the purchase was made. Shoppers are indulging with all the group post the real purchase with one in each 3 shoppers was discovered to be participating following the purchase online with the category.
Shoppers are using websites to post share testimonials, their expertise or pictures. Another interesting category that’s on the increase will be”How to Use” to your recently purchased products. The report was published after speaking to a total of 6,600 current shoppers, Women and Men of various age groups to have an adequate representation of the metropolitan shopper.