How shoppers make choices

How do shoppers make choices? (iStock)The laptops are arranged in neat rows, seemingly endless black rectangles each glowing with bright blue screens. I point out to my daughter what the numbers on the little signs next to computer mean. I show her how to evaluate the features – Longer battery life, more RAM, bigger hard drive, larger screen, total weight. With each model comes a trade off, and after a few minutes I can tell she is getting confused. “Look, decide what features are most important to you, and then choose based on that,” I tell her. She nods, then proceeds to look at the back of each computer, and to feel the touch pad on each one.

My daughter finally stops at a mid-priced Sony and nods. Good brand, good choice, I think to myself. I glance at the features – seems like she picked one with a good balance of performance and portability. I tell her she’s a smart kid, figuring out what is best from amongst all those feature trade-offs. “It wasn’t that,” she tells me. “It’s a pretty silver color, not boring like all those others. And I liked the way the keypad felt.” Continue reading “How shoppers make choices”

How retailers can tap into pre-shopping

How retailers can harness the power of pre-shopping (iStock)Let’s go shopping.

Those three words used to mean climbing into the car and heading to the local mall. But for today’s connected consumer it more likely means going online, hitting the blogs, following a Facebook trail, or sending out a tweet–all without ever visiting a single retail location.

Two recent surveys show that at least 30% and as much as 70% of consumers who bought retail reported pre-shopping for information about a product before shopping a physical store (ARG, “Pre-shopping and the ever changing role of retail” January 2009). And these numbers are up almost 20% since the same survey less than two years ago. Continue reading “How retailers can tap into pre-shopping”