Big spending omnichannel Brits bide their time

24% of UK consumers spend up to six months on research before making a considered purchase, according to PushON research.

The company surveyed 1,000 Brits. 79% said they have found an expensive product online that they liked, but have then gone in-store to make the final purchase so they can see what the item looks like in reality. While 70% have bought an expensive item online, only after they have seen the product in-store first to know exactly what they are buying. 

“It’s clear from the research that consumers don’t feel confident enough to make expensive purchasing decisions straight away and are taking a long time to research all their options to make a final choice that they know they’ll be happy with,” says Sam Rutley, Managing Director at PushON. “There are a number of factors that are affecting customers’ decisions, whether that’s price, customer service, the quality of the product or the delivery options. Of course, shoppers want to make sure they’re getting the best deal for their money. Therefore, it’s up to retailers to close the purchasing gap by providing a truly omnichannel experience and engaging with shoppers on various channels to build better relationships. This way shoppers will have all the information they need to make an informed decision and then follow through with that final purchase.”