Catalogs Increase Time on Site
Furniture Today Staff -- Furniture Today, March 15, 2011
Does your site include product catalogs or offer online sales? It should. Data from Grey Suit Retail shows that consumers spent, on average last year, 82% longer on sites that contain catalogs. And, e-commerce capabilities increased the consumer's attention span by another 21%.
Here are the facts. Nearly eight out of 10 U.S. adults use the Internet. And, 58% conduct online research on a product they're thinking about buying, according to September 2010 figures from the Pew Internet and American Life Project. They're doing the research more often, too. Pew's figures show that on any given day, 21% of adults are conducting online product research, up from 9% in 2004.
That's in line with results from a recent Furniture/Today and HGTV consumer survey. In it, the majority of consumers first shop for furniture online before buying in a physical store. With master bedroom, 60% prefer to shop online and then buy in a store. Does your site give them what they're looking for?
Average time on site |
||||
February 2010 - January 2011, in minutes |
||||
 |
||||
Source: Grey Suit Retail |
||||
Ways consumers shop for and buy | ||||
Shop online, buy in a store |
Shop and buy in a store |
Shop and buy online |
Shop in
a store
and buy
online |
|
Master bedroom |
60% |
23% |
11% |
6% |
Recliners |
55% |
33% |
6% |
6% |
Home office |
52% |
25% |
15% |
8% |
Bedding |
51% |
39% |
5% |
5% |
Source: Furniture/Today and HGTV's 2010 Consumer Views Survey | ||||
About the data
Retailers sell stuff. That's it. That's all they do. Grey Suit Retail is the furniture industry's only SaaS platform that fully integrates a website, ecommerce shopping cart, email marketing, traditional marketing, blogging, analytics, and now Craigslist, in one simple yet powerful tool that gives you complete control of your online strategy. Go to www.greysuitretail.com to see how everything we do is designed to help you sell more stuff, keep more customers and make more money.
eIntent is a regular feature analyzing online furniture website data by Dana French, Director of Research. Ideas for future reports can be shared with Dana at dfrench@furnituretoday.com.
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