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The impulsive shopper is dead, long live the information shopper

The impulsive shopper is dead, long live the information shopper

Research by LinkShare, the affiliate marketing network, has revealed that over half ( 56%) of consumers check between two to three websites before purchasing an item, with 21% checking more than three websites.*

Impulsive shopping is a thing of the past; today’s consumer can be defined as the ‘Information Shopper’. As disposable income is squeezed consumers want to research all retailers before they make a purchase. Three quarters of those surveyed will wait ‘as long as it takes’ to secure the best deal.

The research also showed that the ‘Information Shopper’ doesn’t stop once the purchase has been made, 40% of consumers continued to monitor the product they had just bought to ensure they got value for money. With Information Shoppers searching harder for a bargain – in store, online and on mobile – having an integrated marketing strategy is essential.

As such, LinkShare is urging marketers to ensure their marketing strategies evolve to appeal to this new breed of consumer. In terms of demographics, men have been revealed to be the most information-hungry, with 12% checking more than five websites prior to purchase – compared to only 9% of women. Men are also more likely to validate their purchases than women – 45% compared to 37%. “Affiliate marketing gives marketers the opportunity to target specific audiences, and encourage them to purchase in innovative and creative ways.

As the consumer evolves, so must how marketers and brands appeal to them. If consumers are hungry for information, brands must align their marketing strategies accordingly, or risk starving the business of future profits,” said Liane Dietrich, managing director at LinkShare.”

“The research has shown that marketers need to understand the Information Shopper in order to boost engagement and ultimately improve the bottom line. Implementing innovative affiliate marketing techniques is a valuable approach for marketers. As well as using vouchers and QR codes to offer value-add for consumers, affiliate networks can also ensure your brand spans a variety of sites across the online spectrum from social networks to online forums, blogs and price comparison sites. Content must be visually appealing and engaging, whether consumers are searching online or via their mobile device to encourage consumers to click through and mostly importantly make a purchase.”

The research, commissioned by LinkShare, was carried out by independent survey provider Toluna on 29th July 2011. 1,000 consumers were surveyed on the topic of eCommerce.

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