Survey: Local stores win out for last-minute purchases

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Survey: Local stores win out for last-minute purchases

By Marianne Wilson - 04/23/2018
Shoppers still think local.

Even with some e-commerce giants offering same or one-day delivery, consumers are still turning to local stores when they’re in a pinch for an item, according to a study from Netsertive, a marketing technology company. Netsertive’s research found that 43% of people always turn to a local store when they need a product within two to three days, and another 28% said they are evenly split between visiting a store and using an e-commerce website.

Additional highlights of Netsertive’s 2018 Local Consumer report include:

• Digital is the path to in-store purchases. Of the consumers surveyed, 68% say they use Google to evaluate local businesses and 72% say they use online reviews.

Another 80% said they always research big purchases (refrigerators, washing machines, etc.) online before purchasing these items in-store. Small businesses must ensure their website details are up-to-date and claim their listings on review websites to win over shoppers researching online.

• Consumers turn to social media to research in-store purchases. Over 40% of consumers are using Facebook for local store research, more than any other social media channel.

“Consumers today are entering businesses’ digital door before entering their physical one,” said Brendan Morrissey, CEO and co-founder of Netsertive. “These survey findings validate that consumers are still relying heavily on local stores, especially for considered purchases.”

The report advised that small businesses utilize Google My Business to confirm their business listing is correct and will appear in “near me” searches.

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