THE ERT REPORT
researched products online. In fact, almost 90 per cent believe that at least half of their customers have completed some level of online research before they even walk through the door. For independent retailers, this
represents one of the biggest shifts in consumer behaviour over the past decade. The buying journey increasingly begins online, with customers comparing products, reading reviews and watching demonstrations before they ever visit a showroom.
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Compared with before the pandemic, today’s customer is…
I
f there’s one chart that helps explain the changing retail landscape, it’s this one. Rather than simply showing how consumers are spending, it reveals how dramatically their shopping habits have evolved. For independent retailers, understanding today’s customer is every bit as important as understanding the products they sell. The overwhelming message from respondents is that customers have become far more value- conscious than they were before the pandemic. However, value should not be mistaken for simply seeking the lowest price. Today’s consumers are taking more time to research purchases, compare retailers and make informed decisions before committing to a sale. For retailers, that changes the conversation. Price comparison websites, online marketplaces and direct-to-consumer channels have made it easier than ever for shoppers to compare prices, but they have also increased the importance of trust, reassurance and confidence when making significant purchases. As the following chart demonstrates, the vast majority of customers now begin their buying journey online before visiting a store. That means retailers are increasingly engaging with customers who already have a shortlist of
products in mind and are looking for confirmation that they are making the right choice.
Approximately what percentage of your customers arrive having already researched products online? Few statistics in this report demonstrate the changing retail landscape more clearly than this one. The overwhelming majority of respondents estimate that a significant proportion of their customers now arrive in-store having already
But an informed customer doesn’t make
the retailer redundant, arguably, it makes good advice even more
valuable.Customers may arrive with information, but they still need confidence that they’re making the right purchasing decision. That is where independent retailers can add real value through expert guidance, product demonstrations and tailored recommendations. The findings also highlight the importance of maintaining a strong digital presence. If customers begin their journey online, retailers need to ensure they are visible at every stage, whether through an informative website, active social media channels or positive customer reviews.
As explored later in the report, expertise and personal service remain among the biggest opportunities for independents (Page 33). The challenge is no longer persuading customers to buy an electrical product; it’s demonstrating why they should buy it from you.
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