DISCOVER
Product Research
Shoppers are savvy and their options are endless. This section details how shoppers rely on product research to discover the items they need (or didn't know they needed).
Shoppers don’t just search one product name and click buy. The research process behind a purchase is much more involved.
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of shoppers search 2-3 products before making a significant purchase and...
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of shoppers search 2-3 sites before making a significant purchase.
Interestingly, the percentage of shoppers who search 4+ sites before making a significant purchase rose by 6 points compared to last year (20 to 26%) meaning that research is becoming even more thorough.
Cross-Channel Content Consistency
It's not enough to have great content in just one channel . . .
. . . in the discovery process, brands don’t exist in a vacuum, and consumers expect consistency across channels. In fact:
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of consumers expect a brand’s product content experience to be seamless and easy to consume wherever they shop or interact with that brand—either in-store, online, via a mobile device or in ads.
Product content continues to reign supreme—even over brand recognition with:
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of shoppers stating that quality product content and information is more important than whether or not they recognize the brand.
Private-Label vs. Name Brand
Consumers often choose private-label products over name brands. See below for how many are making the choice, and why they do it.
When making a purchase, brand-driven choices aren’t always based on the notoriety of the brand. Often, consumers consciously choose a store-brand item over a name-brand item. In fact:
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of consumers have purchased a private-label product, also known as a “store brand,” in the last 12 months (i.e., Great Value, Good & Gather, Kirkland,etc.).
These decisions can often be determined with consideration for category. Consumers tend to choose a store-brand item over a name brand in the following categories:
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packaged groceries
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fresh groceries
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health and personal care
The key factors in determining whether consumers shop store-brand or name brand most are price and quality.
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