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Providing Complete Product Information

Posted on 6.04.2007
The ability to research products online is very important to retail shoppers, according to a new study conducted for WebCollage.
 
From the 2007 Survey of Online Consumer Product Research Habits:
  • 91% of online shoppers polled said that they felt it was “important” or “very important” for retailers to provide complete product information to allow them to research products online.
  • 44% said they felt retail websites did not have the most complete information on manufacturer’s products.
  • A third (33%) were concerned that retailer product content was out-of-date.
This survey really emphasizes how not focusing on deep and broad product content can have seriously negative effects.
  • 37% of shoppers said they would visit a competitor’s retail website to find the information they needed. 
  • Recognizing manufacturers as the best authority on their products, 55% said they would go to a manufacturer’s website to find their information.
  • 82% of the shoppers surveyed reported that they were more likely to return to retail websites that were able to provide them with complete product information to do research and make purchases in the future.
  • 71% said that they would be more likely to purchase products in the physical store of the retailer whose website they had used to perform product research.
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