Final Holiday Purchase Decision Factors, January 2013 [CHART]
Consumers relied on various marketing channels to influence their holiday purchases, but the vast majority based their final decisions on factors such as price, including promotional offers (85%), free shipping (85%), and merchant reputation (78%), finds Baynote in a new study. Product reviews (71%), which are consistently being highlighted for their influence, also rated highly in this regard, as did a retailer’s return policy (65%). Studies from Wanderful Media and ShopRunner have revealed thatreturn policies can prove a thorny issue for online shoppers, so it’s not too surprising to see that factor featured among the leading decision influencers. While significant to some, the ability to receive rewards/loyalty points (47%), free shipping with a threshold (45%), and product availability (35%) were less important in shoppers’ final decisions. Read the rest at MarketingCharts.