Kręte drogi klienta do zakupu
Sprzedawcy powinni przyciągnąć klienta w różny sposób - wynika z badania Google'a.

Różne drogi prowadzące klienta do zakupu (strona internetowa, sklep stacjonarny, ulotki, rekomendacje i in.) przeplatają się, dlatego sprzedawcy powinni zadbać o obecność w wielu miejscach – wynika z badania Ipsos dla Google'a, które przytacza ISBnews.
Stwierdzono, że w przypadku elektroniki proces zakupowy zaczyna się często w sieci – 48 proc. nabywców laptopów planuje zakupy korzystając z porównywarek cen. Tyle samo respondentów szuka informacji na stronach producentów.
O przenikaniu się świata online i offline świadczą też dane mówiące o tym, że 53 proc. kupujących laptopy podczas wizyty w zwykłym sklepie, sięga po smartfona, by dowiedzieć się więcej o produkcie. Nieco mniej niż połowa pytanych (46 proc.) zainteresowana kupnem komputera przenośnego, szukała informacji o takim sprzęcie w smartfonie podczas oglądania telewizji.
Biorąc po uwagę dane dotyczące różnego asortymentu, polscy konsumenci okazują się bardziej przywiązani do tradycyjnych sklepów niż respondenci z innych badanych krajów. Pełnią one jednak głównie rolę showroomów – 41 proc. pytanych przychodzi do nich, aby obejrzeć produkt, a 24 proc. – porównać ceny. Po opinię fatyguje się tylko 12 proc. respondentów. Podobną funkcję jak zwykłe sklepy pełnią wyszukiwarki internetowe (36 proc. ogląda z ich pomocą produkty, a 47 proc. – porównuje ceny). Dużo więcej osób niż w zwykłym handlu – 43 proc. – szuka w sieci opinii, co wskazuje na znaczenie tego czynnika przy podejmowaniu decyzji o zakupie.
Źródło: ISBnews
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