Price, distance to store can influence Americans’ local purchasing decisions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 01, 2021, 9:44 AM UTC

Uberall and MomentFeed’s recent study revealed that non-branded searches surged amid COVID-19

According to the study, 69% of consumers use Google to find information like reviews about a local business, followed by Yahoo, and Apple Maps both at 23%. The distinction between online and offline is likely blurred as more consumers prefer integration of physical and digital experiences, notes Nick Hedges of Uberall.

While only 17.9% of Americans prefer to research and buy products completely online, 36.9% research online and purchase in stores. 74% of customers depend on stores at some point of their purchasing journey, and 66% would likely buy online if they can return the product locally.

When it comes to factors influencing local purchases, 65% assess price/cost, followed by business distance (38%), and reviews (36%) among other things. To target in-person shoppers, make stores visible online.

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