Retail Therapy? Not At The Touch Of A Button
Internet shopping does not provide the feelgood benefit - or impulse sales - of the in-store experience, according to new study.
The desire for retail therapy, the mantra of the millennium shopper is a significant factor in consumers rejecting internet shopping now and in the future. This is one of several findings in a new MORI report, commissioned by shopping specialists Kesslers International.
'On-Line or In-Store?', a market monitor, revealed that for many respondents, the enjoyment of going to the shops (51 per cent), coupled with the interaction with others (35 per cent) are the key advantages of buying in-store rather than on-line, while over one third (34 per cent) cite the enjoyment of 'retail therapy' as a main reason why they would be 'unlikely' or 'certain not to' buy products or services over the internet in future.
Over a quarter (26 per cent) believe that it is easier to learn about products in a shop environment, while the majority cite 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 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 deterent to 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 dot com 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.
