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Pricing and Sales Drive Online Purchases and Consumer Choices

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According to a recent survey from and Ipsos, 56 percent of American consumers make their online purchasing decisions based on the current sales, discounts, and deals available for the products they want to buy. Additionally, 51 percent of the survey’s respondents reported that reviews and ratings from other consumers can have a significant impact on their decisions.

Though fast, convenient delivery options and professional reviews from journalists can also affect a consumer’s choices, each of these factors was less important to those surveyed than pricing, consumer ratings, and the company’s trustworthiness. About 45 percent of the survey respondents said that they also heavily consider the retailer’s reputation when making decisions.

The study also measured some differences between online shopping and shopping at local stores. Almost half of the American respondents said that they sometimes choose to shop online because they enjoy how easy it is to compare prices between retailers. Similarly, almost half of the US consumers surveyed said that they choose online shopping so that they can buy products from stores that don’t have physical locations near their homes. Only 16 percent of the survey respondents said that they choose online shopping because they enjoy it more than in-person shopping, which suggests a potential growth opportunity for retailers of all sizes.

While you can’t control consumer reviews of the products on your website, you do have the opportunity to offer deals and promotions to draw attention to your site. Regardless of the size of your company, consumers will always be looking for great prices and deep discounts. However, offering low prices isn’t enough—it’s important to make sure your marketing strategy highlights your best promotions and makes it clear to customers that you’re interested in helping them save as much as possible. Helping customers find great deals is also one of the best ways to earn their trust and to solidify your company’s growing reputation.

Whether you need help developing a sale or promotion for the upcoming holiday season or you’re looking for a way to let people know about your commitment to low pricing, Red Crow Marketing can help. From web design to email marketing to audio and video production, our team of experienced advertising professionals can help you craft an engaging and enticing marketing campaign that appeals to your customers’ interests. Contact us at 417-889-1658 or email to learn more about what our approach to advertising can do for you.

A report on this study was originally published on August 26th by Marketing Charts. You can read more about the survey and its findings here.


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