inviting someone to a party only to turn them away at the door is bad manners. Spending money to draw consumers to your website and then sending them somewhere else to transact is bad business.
But that's just the kind of experience many people are having today, according to a new e-commerce report. Brands are spending billions each year to raise awareness, foster trust and engage consumers on their websites and digital properties. But when site visitors are ready to buy, they're redirected to retailers to purchase products.
This is a missed opportunity to give loyal consumers what they want, not to mention make a sale.
BrandShop, which builds digital commerce solutions for some of the world's best-known brands, just surveyed more than 1,000 consumers in the U.S. for its 2016 Digital Consumer Preferences Survey. It discovered that four out of five shoppers expect to be able to buy products directly from a brand's site and would do so if given the option. More than half said that when it comes to clothing, they actually prefer to buy direct from a brand.