Searchandise Commerce Reveals Results of Research Study From
0 Comments | Wireless News, Aug 2, 2010
Searchandise Commerce announced the results of an in-depth research study conducted by comScore, and co-sponsored by iProspect looking at how retail shoppers use search, and the importance of search position.
According to officials, the study reveals that two-thirds of consumers begin the shopping process online, and that half convert offline. The study further highlights that rankings matter in site search much like they do in search engine marketing: shoppers associate relevance and quality with products on the first page of search results.
“We’ve witnessed retailers getting better at providing a robust on-site search experience. It makes sense that consumers have come to rely upon the rich information provided by retail sites and that marketers embrace this new reality,” said John Federman, president and CEO of Searchandise Commerce. “We wanted to better understand how retail site search worked as a complement to search engines, and we’ve now quantified our assumptions about the value and the ways retail on-site search mirrors search engine marketing. In both, attaining top position in search results is key to winning a higher share of clicks and sales.”
The research examined general purchase habits, a consumer’s path to purchase including the information resources and locations visited, online and offline shopping motivations, and site search position perceptions and behavior. The study was conducted in two phases, including over 1,100 respondents, who had recently researched, browsed or purchased computers or consumer electronics.
The study confirms the relationship between online and offline, and demonstrates the need for Internet retailers to work cohesively across channels. Two-thirds of shoppers begin their process online; with one in five starting at a retail site (the most frequent starting point among all retail shoppers); one in 10 starting at a physical store. Close behind retail websites as a starting point for shoppers are search engines, a significant driver of shoppers to retail websites (as are manufacturer websites)
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Even though you may not have a lot of money in your budget, you can still place a series of small ads, without making a sacrifice.
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