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http://www.sixthsenseinsights.com.au/more-informed-but-will-they-buy-online-consumer-still-choose-bricks-and-mortar-for-technology-purchases/

As the amount of product information becomes increasingly accessible and varied on the Internet, we need to remember that there are certain information sources that are more influential on consumer purchases.

In an article, “More informed but will they buy online? Consumers still choose bricks-and-mortar for technology purchases”,

A survey by TNS has found that despite alternative channels of purchase:

“Approximately 70% of consumers who intend to purchase consumer electronic products in the next six months still believe they will purchase their wares via a major retail chain or department store.”

Further to this insight, it is important to note that this same survey shows that staff in-store are seen as the major source of information with regard to this purchase.

Although this survey is focused on electronic products the applications to other categories cannot be undervalued, especially for product information that can be quite complex to navigate for the consumer. The article makes the point:

“The tactile nature of consumer electronic items deters consumers from purchasing online. They want to be able to see the physical nature of the product, to be confident it is what they’re looking for.”

These insights can be used to form a strategy for effective POP and POS displays and stands:

1)   Allow for consumers to interact with your products in-store. Enable them to handle your product and satisfy the tactile elements of “look and feel”. Often this simple ability to feel the weight and texture of a product will alleviate many purchasing concerns.

2)   Provide all the technical and product information but also help consumers to navigate “jargon and tech-spec” by understanding their key questions and highlighting the answers in simple terms.

3)   Help the in-store sales people to explain the key features and benefits of your products by making your POS/POP a source of information and a sales prop to demonstrate.

This 3^rd point is often neglected but is such a vital element that allows the in-store staff to become your sales person. In retail environments where numerous brands and products sit side by side, any displays or stands that help the staff to access the product information and present your product with confidence and expertise can become heavily favoured. This allows the retail staff to become your product ambassador and allows your product to gain a competitive advantage in a crowded retail environment.

Informed Design – Finalist Australian Web Awards2010:

We understand the importance of connecting to your audience in the right way. Presentation, clarity, communication and consumer understanding are all vital elements of successful branding and business development.  Informed Design was therefore especially happy to be named as a finalist in the Australian Web Awards 2010.

Similar to the way we focus on the way consumers approach and interact with our POP and POS solutions we made a special effort to understand the way our website needs to be a first step in developing a relationship with new and existing customers. This all starts with a deep understanding of our customers and being able to anticipate the questions they need answered.

It is also very important to leverage the right expertise to make certain that this experience is geared with the right emphasis and based on the right content. Informed Design therefore thanks their Strategic partners Level 91 and Futurescope.