Majority of shoppers research online before purchasing in-store

New research has revealed just how far customers are blurring channels to purchase goods and services as 78% of shoppers admit to researching online before buying in-store.

Additionally, the second phase of LivePerson’s, Connecting with Customers Report, revealed that one in four consumers (24%) research on their mobile whilst in the physical store itself.

Meanwhile, the survey of over 5,700 online consumers from the UK, USA, Australia, France, Germany and Italy also showed that 50% of shoppers often/sometimes buy more online that they had originally planned, dispelling the belief that impulse purchases are confined to the high street.

Turning to basket abandonment, 51% of consumers were found to give up on a purchase if they couldn’t find help immediately or after one try. The top reason for abandonment was unexpected delivery costs (70%); followed by lack of information about the product/service/delivery (56%), navigation difficulties (46%) and not getting an answer to their question (37%).

Tony Heyworth, international marketing director at LivePerson, said: “Although changes in customer behaviour and the resulting channel blur creates online brands with a number of challenges, there’s also a great opportunity to identify and secure a competitive advantage.

“If you look at the growing popularity of QR codes, online ordering with in-store pick up, and the emergence of in-store kiosks, it’s clear to see that this blur can be exploited to provide consumers with the choice and convenience they increasingly demand when they demand it. Building great customer service into each channel you offer and providing clear and simple routes to a purchase can significantly increase customer loyalty and increase profits.”

The first phase of LivePerson’s report revealed a staggering 83% of online users need some form of support during their online journey.