New Kibo Research: The 2017 Consumer Trends Report
As a follow up to Kibo’s Consumer Trends Report from last year, the 2017 edition sheds more light on the customer and helps demystify the kind of technology needed to provide shoppers with the experiences they want. Many organizations have omnichannel plans or implementations in progress, and this year’s report explores the pulse of consumer trends to help business decision makers determine and understand how to best move forward with omnichannel initiatives as they head into 2017.
Between choice of payment, brand of website retailer, brand of product, online shopping experience, speed of delivery, range of delivery options, and price, 70 percent of consumers said price is the most important factor when making purchases online. Product brand is second most — influencing 12 percent of consumers — and retailer brand is the third most important factor at 6 percent. The results this year are quite similar to last year when looking for the No. 1 factor influencing purchasing. Price is the clear winner for two years in a row, showing a trend in the direction of price over loyalty. While price is the No. 1 factor in the above options influencing purchasing, our research discovered other factors that influence a customer on their path to purchase. In the 2017 Consumer Trends Report, learn more about the importance product reviews, personalization and simplified shopping carts play in the buyer’s journey.