Experience Matters Most – How Retailers Can Position Their Buying Experience

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February 27, 2023

Synchrony’s Major Purchase Journey Study* for 2021 helps shed light on how consumer decision making is evolving. InnerView partnered with Synchrony on aspects of the study to better understand consumer habits and expectations of the buying experience. Our analysis focused on seven categories of products and services related to home purchase categories.

HOME PURCHASE CATEGORIES

  • Furniture
  • Lawn & Garden
  • Electronics
  • Bedding/Mattresses
  • Appliances
  • Home Improvement
  • Flooring

We found that four main themes emerged around consumer expectations:

  1. They want to have confidence in their purchase.
  2. They want the purchase process to be easy.
  3. They want their purchases now.
  4. They expect value.

Based on these themes, our conclusion is simple: experience matters most. Consumers are prioritizing elements of service, simplicity, and ease over criteria such as product variety or personal referrals. Using the insights from the study, we will provide ideas for how retailers in home-related categories can position themselves to deliver on consumer expectations.

Click here to access the full study

*See study notes on p. 12 in the full report for details and methodology

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