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The Internet has forever changed the way we shop. It has increased the speed and ease of buying products and provided the consumer with a global library of information, real variety and choice. Being able to shop online is no longer the challenge. Understanding that online commerce is just as effective as offline is important. But understanding the online buyer’s behavior is vital.
Shopping online is so easy; buyers can do whatever they want with little effort; users can bookmark pages, compare prices and shop around before buying. Only seldom do they visit a site and buy straight away. This means your store has to be able to compete.
In year 2000, a Jupiter study on retail differentiation found that the two biggest drivers of consumer behavior for e-commerce were a better price (74 percent) and the ability to compare prices (46 percent).
People wanted good prices back then. But they also wanted information on products and some sort of basis for comparing products before buying. A Yankee Group study published in August 2000 confirmed the above, finding that 65% of online shoppers complained about not being able to tell the quality of the merchandise they wanted to buy. That same study also found that 80 percent of shoppers first seek information before buying.
What are online shoppers up to nowadays?
First there is the verdict given by a recent survey (via Corporact) Comet conducted involving 2243 of its online customers. And the verdict is that different types of web shoppers have different goals and shopping strategies, with mens’ and womens’ styles varying.
45% use the Internet for checking out product information “Grazer-style” and doing research before rushing in. The “Sniffers” (the bargain-hunting shoppers), representing just over 15 percent of the total polled, use comparison shopping tools and are just looking for the lowest price. Grazers and Sniffers are both more likely to be male than female (Grazers representing 61 percent male to 39 percent female and Sniffers 59 percent male to 41 percent female)
Overall, the survey indicates that while the Internet is often the first port of call for these shoppers seeking information before they buy, it indicates that nearly 16 percent are “Combos”; the shopping elite who use the Internet mainly as a source of information. This group like taking the best of the new with the reassurance of the traditional and do enjoy the offline shopping experience too. Of this 16 percent a “Combo” is more likely to be female than male – (53 percent to 47 percent respectively).
Of those polled just over 10 percent admit to having an “SAS-approach” to online shopping, making precision strikes targeting only the areas and website they need, and then quickly logging off. They know exactly what they want before logging on and only purchase that item. SAS precision strikers are more likely to be male than female (68 percent to 32 percent respectively).
However, the remainder uses the Internet on a “Needs Must” basis (4.5 percent). Those shopping out of necessity, or if they are pressed for time, are more likely to be female (55 percent) than male (45 percent). The social “Tiddleywinkers” (nearly 2 percent of the total polled) are enthusiastic, adventurous web users who will ping to new ideas as they are presented to them and use the Internet as a form of recreation (67 percent female, 33 percent male). “
On the other hand, Yankelovich underline the determination of the online consumer. "Whether it’s searching for the right blog or boutique, consumers’ determination to hit the right marks in their pursuit of goods, services, and experiences is undoubtedly leading them down some eclectic, perhaps unusual, paths. They have a determination to find “their own.” They’re veering away from where everyone else is headed if that direction or interest isn’t relevant. Or the conversation doesn’t match the preferred pitch, tone and caliber."
To conclude, online buyer behavior is also strongly influenced by usability and accessibility of your website/store. David Jackson, MD of Clicktools, said: “Site usability and the user's perception of the on-line experience are closely related. A site that is cumbersome, difficult to use or does not provide access to all groups of people is unlikely to generate a good customer experience.” Logical thinking, I have to agree.
Considering all the above factors, a question rises: how many of the online stores respond to their targeted online buyer needs? Next time when you have to deal with low sales, think about buyer behavior first.
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Blog info
Title:
SILKFAIR Blog
Updated on: Feb 28, 2008
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