Press Coverage - Digital Doughnut - Shoppers reveal top factors motivating a ‘considered purchase'

Engage the senses, think price and expert advice. As retailers gear up for the peak of Christmas shopping, shoppers have revealed the top factors that would make them contemplate a considered purchase.

According to the survey of 2,000 respondents carried out by OnePoll that we commissioned, the top factor driving a considered purchase is the ‘ability to see and touch a product’, according to 58% of respondents.

Despite being the most favoured strategy during the seasonal discounting period, price promotion was second, rated important by 56% of respondents. This was followed by ‘great advice’ rated important by 37% of respondents and then an effective product demonstration (28%).

Meanwhile Covid concerns were lower down the list with 1 in 4 (25%) saying social distancing was now an important factor.

We surveyed experiences across several key retail categories including: Consumer electronics, homeware, baby & child, gaming, home improvement, clothing & apparel. The purpose was to find out what influences shoppers in making a ‘considered purchase’ – purchases that are made with significant financial or emotional thought.

The survey shows there were key differences in age. Price promotion is actually the top factor for every age group until the +54 year olds when it starts diminishing in importance. Interestingly social distancing is a larger factor for 18-24 year olds with 37% rating this as important. This could be to do with vaccine hesitancy or less still being fully vaccinated.

Meanwhile the survey also reveals a majority of shoppers think most retailers haven’t adapted well to the pandemic in terms of the customer experience. The categories seen to have most adapted best to the pandemic are consumer electronics, 54%, followed by home improvement, 51%. These were the only categories a majority of consumers thought had adapted well or excellently.

To read the full article please visit Digital Doughnut

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