Friday, 11th April 2014
Need for Speed: Disrupting the Omni-channel
In every major category, consumers are using multiple devices to research and shop faster than ever. Price sensitivity continues to be at an all-time high, which is driving the desire to find the best deals. The path to purchase has accelerated, both online and in-store.
This new parago omni-channel study reveals that price, features and availability are the most important factors in purchasing decisions for products and services. Brand is still a consideration, but a limited one for most income groups. Now, a new factor is coming into play: the need for speed to close more sales.
Online comparison-shopping is condensing the path-to-purchase. Across 11 different retail categories, the average purchase time is less than 2.25 days. Today’s consumers know they can research quickly to identify the best deals. This very narrow window of opportunity requires fast, nimble promotional strategies.
+ Direct link to document (PDF; 3.7 MB)
Having begun his career in academic libraries, Adrian Janes has subsequently worked extensively in public libraries, chiefly in enquiry work as an Information Services librarian. In this role he has had particular responsibility for information from both the UK Government and the European Union. He wrote a detailed report on sources for the latter which was published by FreePint in 2007, and has contributed articles to FreePint and ResourceShelf. He is involved in training in information literacy and the use of online reference resources.
A Contributing Editor to DocuTicker, he also write reviews for Pennyblackmusic.
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