STAMFORD, Conn. — A new study suggests shoppers are placing more of an emphasis on the buying process than the products themselves.
That is a key finding from Synchrony’s recent Major Purchase Journey study, which polled more than 3,800 consumers who made purchases in excess of $500. The study, Synchrony’s eighth, included findings from 12 total categories including furniture, bedding and flooring, Furniture Today said.
“A few things emerged through the last study: Customers want to have confidence in the purchases. They want to have confidence that they’re making the right choice with the right retailer,” Tony Foster, senior vice president of home for Synchrony, told Furniture Today. “The other piece of insight we gleaned from the last study is consumers want ease in the purchase process. They want it to be an easy process where they can get in and get out early. The more a retailer embeds financing in the overall process, the easier the process is in getting the product they want.”
The Findings
Seventy-six percent of consumers polled use their mobile device for shopping (up from 48% in 2019) while total online purchases jumped to 26% from 16% two years ago; and 25% completed major purchases online in 2021, compared with16% in 2019, Furniture Today noted in its analysis.
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