Uncertain customer buying Internet or in traditional store or those who start the process ‘online’ and finish it at a physical facility spend on average 40% more than those who buy in-store only. In case of difference it would be about 125 and 110 Euros. toys wave opticalreplicated in all purchasing categories except excursions. According to a report from Apache (company owned by communications consultancy) LLYC) And Appinio recommended to work multi-channel clientaverage cost travel agency traditional 236 euros compared to 231 euros for those who combine both channels.
Analysis from a thousand surveys places travel as the first category in spending volume, followed by toys and optics. They then complete this list technology and electronics, clothing, shoes and accessories, sports articles, beauty, home decor And jewelers. In all, the omnichannel customer spends more than the in-store-only customer. While the monthly average is 85 euros for technological devices, it is 68 euros; 85 euros in fashion compared to 73 euros; for sports equipment from 73 to 31 euros; and cosmetics from 52 to 39 euros.
“The main reason users make an ‘online’ purchase is because ease anyone comfort And Product variety And Purchase options (…), the main reasons for the user to choose the physical store are power see and touch the product before you buy And buy that product now“‘Online’ and ‘online’ are two channels that complement each other, and add to the possibilities of both digital uptrends forever: This ‘online’ medium has the capacity to increase purchases. visits to physical stores are increasing as well as e-commerce,” they explain.
The role of social networks
In fact, 80% of those surveyed approve of it. receive a personalized offer over the phone or to enjoy digital experience The probability of visiting a physical store with the brand will increase. The same rate includes brands that have an impact on digital channels (for example, social media advertising) more than one. 76% of them trust the brand or products they see more. digital channels.
In this sense, the difference between generations is clear: four age groups between the ages of 18 and 54 overlap in pointing to social networks as the main point of contact with a brand, while those over 55 prefer friend recommendations. or relatives.
“Generations like Y are more likely to prefer omnichannel because not specific to digital media and after interacting with brands through different channels, they feel more comfortable making a purchase—concludes the report. The same thing does not happen with new generations, for example Generation ZThe digital world is already its natural habitat, showing that it is less tolerant and more demanding in its demands.”