Brand Profile 'Doesn't Build On-Line'

New study shows that brands intending to enhance on-line presence need to increase their in-store spend.

Brands intending to build their on-line presence first need to build their off-line profile with consumers, starting in-store according to a new MORI study published today.

'On-Line or In-Store?' a market monitor commissioned by merchandising display, brand and shopping specialists Kesslers International, revealed that two thirds (65 per cent) tend to buy brands they are already familiar with when shopping over the internet, while under one third (29 per cent) like to try brands over the net which they haven't seen in the shops. 63 per cent said that when they shop on-line they tend to buy products which they have previously bought in a shop, while 36 per cent said that brand names are more important to them when shopping on the Internet.

The study goes on to reveal that a desire for retail therapy, the mantra of the millennium shopper, is a significant factor in consumers rejecting Internet shopping now and in the future.

Over a quarter (26 per cent) believe that it is easier to learn about products in a shop environment, whilst the majority cites the in-store advantage of seeing (74 per cent) and feeling/trying (60 per cent) the product. Over three quarters (78 per cent) of those who have shopped over the Internet said they were more likely to buy on impulse when shopping in store.

The majority said that the enjoyment of going to the shops (51 per cent), coupled with the interaction with other shoppers (35 per cent), are the key advantages of buying in-store rather than on-line, while one third (34 per cent) cite the enjoyment of 'retail therapy' as a reason why they would be 'unlikely' or 'certain not to' buy products or services over the internet in future.

The findings of the study demonstrate that the e-revolution in shopping is still a long way away. 37 per cent of the study said they would 'never' purchase products or services using digital television, while those that are surfing the net are using it to research products before making the purchase in-store across a variety of products including flights and holidays (45 per cent use internet to research, 26 per cent to buy), CD's (49 per cent to research, 39 per cent to buy) and pre-recorded videos (25 per cent to research, 16 per cent to buy).

Fear of credit card fraud over the net has increased since the study was first carried out two years ago: 23 per cent cited credit card fraud as a key disadvantage of internet shopping, versus 13 per cent in 1999, and consumers are far more reassured by a website from an established high street chain than they are from dotcom companies.

Technical details

MORI conducted 160 personal interviews among the general public between 10th February and 3rd March 2001. A boost sample of those who had 'personally ever looked at products or services available for purchase over the internet' was included. This accounted for 96 of those interviewed. 56 respondents had bought products or services over the internet.