ERA1 Jul, 2004 By: Response Contributor Response
What Motivates Consumers to Purchase Through Direct Response?
Online purchasers are the most distinctly different of the groups surveyed, as the majority of these purchases are planned (rather than impulsive) after first researching to "get the best deal." Online purchasers are the most loyal to a venue, and of the methods surveyed, online retailing is the easiest method for converting non-purchasers, due to its convenience, ease and variety. Purchasers view themselves as smart shoppers who are value-conscious, intelligent, well-informed and careful about money, and this is the only segment that also is positively seen by non-purchasers who simply view Internet buyers as pressed for time. Online consumers expect excellent products and are rarely disappointed, with four in five claiming they will "definitely or probably" purchase via the Web again because they get good value, low prices and don't have to go to a store. The fundamental drawback to purchasing online is a fear of security and fraud — the one and only barrier to creating future purchasers amongst this group. Therefore, educating non-purchasers about new systems in place to prevent fraud is crucial as this is the easiest sector to convert to purchasers.
Disadvantages of Using Shopping Method (by purchasers)
In summation, consumers are genuinely pleased with the quality and convenience of all four channels of electronic retailing. According to this study, with minor improvements to security systems, return processes and customer service, direct response retailing will continue to flourish as a valuable consumer shopping venue. For more information or to purchase ERA's complete Consumer Spending Study, please contact Molly Alton at (703) 908-1020.