Page 15 - index
P. 15
RESEARCH, ANALYSIS & TRENDS
homework and start focusing again
on the requirements of their cus-
tomers’ demands.
The most commonly cited reason
for consumers to go into a physical
store is the desire to touch and try
out a product (59%), while many
(44%) see an advantage in being
able to take a product immediately
home. Some even intend to negoti-
ate discounts or special offers in the
store personally.
Especially when it comes to tech-
nology, fashion or household arti-
cles, showrooming is already stand-
ard, while this buying behavior
plays a minor role in food or finan-
cial products.
Impact of digitized sales force on trade (Source: DigitasLBi)
The reasons for ROPO and Show-
rooming is obvious: Products with a
high risk of a bad buy prompt con-
sumers either to find out more
about a product or even better to
test it. This also applies to products
with different price levels or a wide
selection and results in more digital
devices being used in retail for com-
parison of different offers.
Accordingly, DigitasLBi mentions
digital devices as one of the strong-
est drivers of the purchasing pro-
cess in retail: Seven out of ten re-
spondents use laptop or PC for re-
search at home, and others use
smartphones (46%) or tablets
(40%) to stay additionally informed
in-store or just to buy on the go.◊ Devices used to find product information (Source: DigitasLBi)
By Daniela La Marca
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
homework and start focusing again
on the requirements of their cus-
tomers’ demands.
The most commonly cited reason
for consumers to go into a physical
store is the desire to touch and try
out a product (59%), while many
(44%) see an advantage in being
able to take a product immediately
home. Some even intend to negoti-
ate discounts or special offers in the
store personally.
Especially when it comes to tech-
nology, fashion or household arti-
cles, showrooming is already stand-
ard, while this buying behavior
plays a minor role in food or finan-
cial products.
Impact of digitized sales force on trade (Source: DigitasLBi)
The reasons for ROPO and Show-
rooming is obvious: Products with a
high risk of a bad buy prompt con-
sumers either to find out more
about a product or even better to
test it. This also applies to products
with different price levels or a wide
selection and results in more digital
devices being used in retail for com-
parison of different offers.
Accordingly, DigitasLBi mentions
digital devices as one of the strong-
est drivers of the purchasing pro-
cess in retail: Seven out of ten re-
spondents use laptop or PC for re-
search at home, and others use
smartphones (46%) or tablets
(40%) to stay additionally informed
in-store or just to buy on the go.◊ Devices used to find product information (Source: DigitasLBi)
By Daniela La Marca
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
