A new report from retail researchers Conlumino and loyalty specialist Webloyalty has found the advent of multichannel retailing has lengthened the shopping process.

According to an article on internetretailing.net, today 40.6 percent of buyers consult channels from catalogs and websites to smartphones, tablets and stores before buying big-ticket home retail items. Contrast that figure with those from 2002, when only 10.1 percent of people consulted three channels.

Similarly, in 2002 it took shoppers an average of 5.2 days to complete a big ticket purchase, while today it takes shoppers 10.3 days, with more than half of that time spent browsing and researching ahead of the purchase.

Retail analyst Neil Saunders, of Conlumino, said in the article, "It is unsurprising that homeware, electrical and furniture purchases are considered carefully by consumers and that it takes time for items to be delivered to collected. However the length of time it takes customers to browse and research their choices — more than five days — may surprise many. Retailers need to plan carefully for how they provide greater consumer engagement throughout this process."

Read more about multichannel retailing

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User Comments – Give us your opinion!
  • Brenda Bell
    42834618
    I should also add that many consumers distrust showroom/brick-and-mortar-store salespeople, who they believe (often correctly) are trying to sell them the/an item, upmarket the purchase, and attach a service contract and as many accessories as they offer. Most consumers believe (often correctly) that they don't need the entire "market basket" and can often purchase those items separately, as needed, at reduced cost.
  • Brenda Bell
    42834371
    Looks like my first comment didn't make it. Pervasive Internet presence (adding the mobile channel) makes it possible to research one's purchase in advance, narrow down desirable, in-budget models before entering a retail store, and being able to use online pricing as well as professional and user reviews at the point of engagement as part of the objection cycle when they are showrooming a potential purchase.
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