Growth in the e-commerce market has given customers a variety of avenues to acquire their favorite products. For businesses, however, it’s hard to analyze exactly where their sales come from and whether or not an online and brick-and-mortar presence can be mutually beneficial to future growth.
Consumers are moving toward a blend of offline shopping supplemented by a period of online research. While online sales have been on the rise, only 15 percent of Americans make purchases online on a weekly basis, according to a study from the PEW Research Center. About 45 percent of Americans have used a cellphone within a physical store in order to look at reviews or other product information. Consumers have long relied on the ability to get recommendations and reviews, hence the rise of websites like Yelp! and FourSquare.
On the other hand, some consumers are more skeptical than others when it comes to the validity of online reviews. According to the same PEW Research Study,48 percent of U.S. consumers believe it’s often hard to tell if online reviews are truthful and unbiased.Consumers more often than not will use websites to compare prices and products and then visit stores to get a reassurance of product quality before committing to a purchase. Even if shoppers don’t directly purchase from a website, businesses benefit from empowering their customers with the tools to do their own research and be confident in their purchase.
Such buying habits don’t necessarily adhere strictly along generational lines. A study conducted by RetailDive found 26 percent of U.S. adults frequently research products online prior to shopping for them in brick-and-mortar stores. The report then emphasizes the importance of a “compelling digital experience.” Certain things can improve the customer’s researching or shopping experience to create a seamless omni-channel shopping experience.
Dirxion online catalogs give businesses a strong tool to allow their customers to do their own research. The search feature allows users to find the exact product they’re looking for without having to search through tabs and pages of results. Dirxion’s integration capabilities can bring a business’s existing e-commerce website into the catalog. Customers are able to interact with linked images that open to Quick Views or iFrames of the e-commerce site. Customers can then read pictures, look through photos and even add to their cart without having to leave the online catalog.