Perception Research Services Unveils Bricks and Clicks -- The New
Realities of Retailing
TEANECK, N.J., Nov. 29, 2012 /PRNewswire/ -- Recent
research from Perception Research Services (PRS), a shopper and
packaging research company, showed that shoppers are combining the
digital and non-digital worlds when it comes to making product
purchases, rather than exclusively utilizing one or the other
vehicle.
PRS' research revealed that ownership of smart phones now
outpaces that of traditional mobile phones. More than half (54%) of
the shoppers surveyed own a smart phone (versus 45% for
traditional) and a majority (76%) use them while
shopping.
While smart phones are used by some to make purchases, they're
mostly used to gather information. Roughly half of those who do use
their smart phones while shopping use them to check prices, find
promotions, read product reviews, or get product information. The
most common categories to shop with smart phones are Electronics
(64%), Consumer Packaged Goods (57%) and Clothing/Apparel
(54%).
It appears that the use of QR codes may be playing a role in
shopping with smart phones – especially for gathering product
information, comparing prices and seeking promotions. Although not
broadly known by name (only 57% are aware of the term "QR code"),
most (94%) recognize them when seeing one, and nearly half (44%) of
those who use smart phones while shopping have used QR codes. This
number will only go up as QR codes become more widespread and their
functionality becomes more meaningful.
The PRS study also examined "showrooming" – the phenomenon of
examining a product in a store but purchasing it online.
Showrooming has gotten a lot of attention in the press and many big
box retailers are concerned about their stores being used as a
convenient display area for the products of online sellers.
In fact, our data showed that about half (45%) of online
purchases are made after viewing the product in a store – and it is
very much dependent on the type of product. Not surprisingly,
showrooming occurs mostly for big ticket items that are purchased
infrequently such as electronics, appliances, and baby products.
The amount of money that can be saved makes spending the extra time
and effort worthwhile, but shoppers also want to be sure that the
products meet their requirements.
"While the digital age has changed the retail landscape, it does
not mean the end of all brick and mortar stores as we know them. It
does, however, mean that retailers and manufacturers need to adapt
to a world in which shoppers are armed with a tremendous amount of
information at their fingertips (literally) – about the brand to
choose, the price to pay and the place to buy," said Jonathan Asher, Executive Vice President at PRS.
"Retailers know that they will continue to lose a certain amount of
sales to online purchases, and they must accept that some
showrooming will occur. The key is to find ways to capitalize on
those opportunities in which shoppers are in their store examining
products, and make it compelling for them to make purchases there
rather than go online - or to some other retailer – to do so. And
manufacturers must go beyond simply communicating features and
benefits, and find ways to more fully engage shoppers by creating
communities in which shoppers feel cared about and spoken to – via
the various communication channels that are now part of their
lives," Asher continued.
This research was conducted in June
2012 among 1,450 consumers drawn from a nationally
representative online sample of adults aged 18 or older who are
responsible for at least half of household grocery shopping.
About PRS
Founded in 1972 and headquartered in Teaneck, New Jersey, Perception Research
Services International (PRS) specializes in shopper research to
develop, assess and improve in-store communications, including
packaging and merchandising systems. PRS conducts over 800
studies annually on behalf of marketers, designers and
manufacturers, including: qualitative research, on-shelf packaging
assessments, in-store, in-home, online and with PRS
Eye-Tracking. With office locations throughout
the United States, Europe and Singapore, our global reach helps clients win
at retail the world over. For more information visit
www.prsresearch.com
Media Contact: Ana
Sandoval, 201-720-2719, Ana.Sandoval@prsresearch.com
SOURCE Perception Research Services