Consumers prefer to buy high-ticket items in person

When it comes to purchasing high-ticket items, shoppers are still turning to bricks and mortar stores over online shopping, new research has revealed.

The Retail Marketing Group looked into milestone consumer purchases, in a survey of 500 consumers, and found that ‘transparency overcomes convenience and consumers are more confident in their decision-making when able to interact with a product first-hand.’

The main reasons why customers shop in store include:

  • It is better to look at the actual product (28%)
  • It allows them to check the quality (28%)
  • They are able see a product in real life and his helps them visualise how it will look in the home (21%).

The results showed that there is still a ‘strong desire to go in-store before committing to the final purchase’ of a high-ticket or milestone item.

In light of these results, The Retail Marketing Group is encouraging brands and retailers to tailor consumer experience strategies around big-ticket items. It claims one of the most effective ways to deliver on customer experience is through in-store brand ambassadors.

Andy Tow, managing director at Retail Marketing Group said: “The modern customer is overwhelmed by endless information and confused by all of the options at their disposal. This is why there is such value in the work we do; providing expertise on the shop floor.

“A brand ambassador has the power to educate and guide customers towards the best purchase for them. In our survey, we know that consumers feel excited over certain purchases and a brand ambassador can really add to that experience, leaving lasting effects. Among other things, a brand ambassador can address concerns, offer advice, showcase products to enhance their value and make customers feel more appreciated.”

LG Electronics have been using brand ambassadors for years and Stephen Sculley, CE in-store execution manager, said: “To deliver the desired results, a brand ambassador must have the ability to create an emotive, personal connection and be confident and passionate in their demeanour when addressing customers.

“This is a key opportunity to find out more about them and understand how a product can fit into their lifestyle. The overall aim should always be to provide an experience that the customer cannot get elsewhere. Brand ambassadors that understand the shopper and add to the enjoyment of a purchase will certainly evoke stronger feelings towards us as a brand.”

Home > News > Consumers prefer to buy high-ticket items in person