Retailers' online presence and advertisements influence American consumers before they make purchases. According to research by Plumb Club.
The study found that 60% of consumers consider it important or very important to choose a retailer based on its current yet up-to-date online presence, Plumb Club said Wednesday. The figures were derived from the organisation's Industry and Market Insight 2025 survey. The survey explored the factors that influence consumers' shopping choices.
Advertising played a key role for shoppers in choosing a retail store. With 61% of respondents preferring product-focused ads without models. Meanwhile, 25% said they connected more with promotional material that contained identifiable models. Ads with fashion images were rated as the least influential, with just 14% of consumers responding positively. The majority, 58% felt it was important or even very important for retailers to display variety. But also participation in their advertising and online presence. An increase of 3% since the 2023 survey.
About 82% of respondents reported that knowledge of the seller's credentials, certificates or training on the product was an important factor before purchase. This is an increase of 3% over the previous study.
The Plumb Club conducted the study in collaboration with Paola De Luca and the research company Qualtrics. Researchers surveyed 2,000 consumers from a demographically and psychographically mixed sample across the U.S. Ages 25 to 60, with household incomes of more than $75,000. The organizations will present the full results of the survey on June 7 at JCK Las Vegas.
Source: rapaport.com
