The majority of consumers now spend more than a month researching before they commit to buying any ‘expensive’ item, a study carried out by PushON has revealed.

When looking to buy a luxury item, like a car, new kitchen or sofa, 28% of consumers will typically spend up to a month properly researching the options available before making a decision, the ‘Webrooming vs Showrooming report’ found, with some customers (7%) taking over six months to make a final decision.

The results show that consumers are combining online and in-store shopping to make the right purchasing choices.

PushON’s managing director Sam Rutley said: “It’s clear from the research that consumers don’t feel confident enough to make expensive purchasing decisions straight away and are taking a long time to research all their options to make a final choice that they know they’ll be happy with.”

The majority (79%) said they have found an expensive product online but have gone in store to make the final purchase, while 70% have bought online, only after having seen the product in store. 

Rutley said: “There are a number of factors that are affecting customer’s decisions, whether that’s price, customer service, the quality of the product or the delivery options. Of course, shoppers want to make sure they’re getting the best deal for their money.

“Therefore, it’s up to retailers to close the purchasing gap by providing a truly omnichannel experience and engaging with shoppers on various channels to build better relationships. 

"This way shoppers will have all the information they need to make an informed decision and then follow through with that final purchase.”

PushON’s ‘Webrooming vs Showrooming report’, highlights consumers’ shopping preferences and how retailers need to improve the shopping experience to support customers right through to the point of sale.