Category: Shopping

  • Viju fetes distributors, says Nigeria is a good market

    The management of Viju Industries Limited  has held the fifth edition of its Distributor’s Party to reward distributors for their support.

    The event, which held at the Airport Hotel, Ikeja, was an opportunity for the company’s management to meet with its 127 distributors spread across the country.

    Its overall best distributor, Bincon Ltd smiled home with N2.5million. Others had N1.5 million.

    Head of Department, Viju Milk, Tom Hod, said the event was held to sum up results, share experience and plan for the future. He lauded the company’s distributors as the hands it uses to get to the market, and agent that has helped it grow to be one of the preferred Nigerian brands.

    He said since the inception of the company in 2005, Nigeria has been a big market and doing business in the country is good, as compared with other countries, noting that it will be delving into other markets which is the production of biscuits and bottled water, before the end of the month of July, having just moved to its big factory in Ibesa, Ogun State.

    “This initiative is geared towards making our distributors earn more money and ensuring that Nigerians enjoy more quality of Viju products. The diversification will make Viju the preferred beverages and milk drink for both individuals and companies.” he added.

    He however lamented some of the challenges associated with doing business in the country such as inflation in raw material prices, bad roads, security and electricity.

    Marketing Manager of Viju Industries Limited, Sulaiman Solomon, said the distribution of cash money is not part of the profit but its own way of appreciating its partners in progress in the business. He also noted that in the last 2 years, it has lost its market in the entire north due to the insecurity challenges and other infrastructural decadence associated with doing business.

    Charles Isintume of Pico Industries, who spoke on behalf of the distributors, urged the company to look at price control and uniformity to  achieve a symbiotic relationship. He however asked for a formidable price and for the company to work out a savings scheme for the distributors that can help them cater for expenses when needed.

    The company has over 2000 workers, comprising both Chinese and Nigerians.

  • Consumers worried over cement monopoly, high price

    Consumers are worried over the high cost and non-availability of cement in the country, especially in Lagos State. They claimed that few cement manufacturing firms are monopolising cement production and the industry has been in the spotlight in recent time. The reason for this is not far-fetched. The recent introduction of newly packaged 42.5 grade packaged by Dangote Cement Plc, is attracting lots of reactions from the sector.

    According to the manufacturers of the new cement grade, popularly called 3x by users, the new grade comes with new qualities which according to them, will bring about stronger structures and assist in reducing building collapse cases in the country.

    Some stakeholders said the introduction of the 42.5 grade of cement has attracted call by many consumers for the ban of the traditional 32.5 grade.  The major reason for this call,  was the allegation that the 32.5 grade has been responsible for increase in the cases of building collapse in the country. They claimed that the 32.5 grade is of low quality and most have been adulterated.

    Can this assertion be true? While Dangote Cement Plc believes that some cement manufacturers and importers deal in substandard cement, Standards Organisation of Nigeria (SON) stressed that there was no substandard cement in Nigeria, explaining that it was a matter of application of cement in practice.

    The SON Director-General, Dr Joseph Odumodu, said the challenge was misapplication of the cement rather than the quality of cement that is used.

    Odumodu explained that the argument that substandard cement were majorly responsible for increased cases of building collapse was neither here nor there as according to him, most building collapse were due to the wrong application of the cement.

    The director-general further said that any nine inches block that is sold below N200 is substandard. While saying that cements were classified into three grades of 32.5, 42.5 and 52.5, with its own different application, Mr. Odumodu noted that misapplication occur when a builder uses a cement that should be used for building a house to construct bridges.

    “When this happens, such structure is bound to collapse,” he said. The Managing Director of Dangote Cement, Devakumar Edwin, said the new product was seen as part of the company’s social responsibility towards protecting the consumers by offering them the best product of international standard with more features.

    A cement dealer in Ibafo, Mr Sunday Ayodele told The Shopping Nation it is noteworthy to state that 32.5 is not a bad grade for cement, adding that it has served and will continue to serve many purposes. “However, the right type of cement must be used for the right type of construction. The advantage which the higher grade of cement has over the lower is that the higher (42.5) can perform most functions which the lower (32.5) can perform, but such is not obtainable when the reverse is the case. I have travelled far and wide and the practice is the same” he said.

    The Managing Director/Chief Executive Officer, Heaven Homes, Mr Tayo Sonuga, lamented that the price of cement has not only become exorbitant but the commodity has also become difficult to find.

    He said: “Cement is too important to be left to the vagaries of private or public monopoly. You cannot build without cement so the government cannot remain silent about this matter. It calls for urgent action.

    “I really think the government should do something drastic and urgent about the cement market. In December 2013, a bag of cement sold for N1,650 but now it is selling for N2,200 per bag and yet we cannot even find it readily to buy, this is clearly not acceptable, so I would want the government to do something urgent about it,” he said.

    Sonuga, who said Nigeria needs about 18million units to bridge deficit gap, said the easy availability and affordability of cement cannot be overemphasised.

    “If the government at the federal and state levels are truly sincere and determined in their resolve to address the housing problems of Nigerians, this is how they can show it by making cement not only cheap and affordable but also easily available.

    “The enabling environment should be created for manufacturers of cement to source easily the ingredients they need to produce cement. They should be encouraged so that they will in turn produce cheaper and more affordable cement product,” he added.

    He said, it is also imperative for the decision makers to take a stand on the cement dispute, with a view of taking a decision that is in the best interest of Nigerians.

    A builder, Mr. Kunle Awobodu, said the newly introduced 42.5 cement was not available in the location, saying most of the distributors’ claims in the last one week were that they have run out of stock, while awaiting new arrival.

    Besides, he said high price of the new cement product in few spots where it was available has made many people to stick to the old cement grade. According to him, a 50kg of the 42.5 cement grade was selling for N2,700, while the 32.5 grade was selling for N2,300.

    Besides, he bemoaned high prices of the products, saying by this period of the year when the raining season has set in, the expectation was that the product prices would fall due to low construction activities. Against the backdrop that many people should have shunned the use of 32.5 grade of cement for the high grade newly introduced, Awobodu said that there was nothing wrong with the former except that the latter’s fast setting and packaging.

    A cement analyst in Lagos, Mr Musbau Razak said it is only appropriate and fair to all parties concerned, that we wait for an expeditious outcome of the technical committee meeting on the review of standards.

    He said this will provide the country and all stakeholders with the right guidelines for sustained activity in Nigeria’s cement industry, keeping in mind, the overall well being of the economy and its people.

    His words: “Let us first examine the issue of adulterated cement. The basic fact here is that adulteration is common with every good product but the fact still remains that no matter the cases of adulteration reported in a product, the genuine one still exists. Limiting the issue of adulteration to 32.5 grade of cement is just giving a dog bad name to hang it. Even the so called 42.5 grade is liable to adulteration.

    “Those calling for the outright ban of 32.5 grade of cement are not students of history. The current beautiful bride, 42.5, is a new product which has just been introduced into the market. The logical argument therefore is that a grade of cement has been in existence before the 42.5 grade came in. The 32.5 grade has served and still serving manufacturers, builders and corporate organisations well. The greatest buildings in Nigeria like the Cocoa House, the NITEL building and other skyscrapers were constructed using this particular brand of cement. They never collapse!

    “Coming to the grassroots level, this is the brand used in constructing most of our residential buildings which have stood the test of time till today. “Going back to history, increase cases of building collapse is not up to five years in Nigeria, yet buildings constructed with the 32.5 brand has been in existence for long.

    “In essence, rather than laying the blame of building collapse at the doorstep of the so called inferior quality of 32.5 grade of cement, stakeholders should examine deeper, the major reasons for building collapse in the country.

    “Calling for the outright ban of the 32.5 range of cement has a whole negative multiplier effects on the economy. An economy that wants to grow and still growing will not throw its manufacturing companies out of business because this is what will happen to manufacturers of this range of product.

    “Another negative effect of this is unemployment. Of course, nobody needs the wisdom of Solomon to know that if a product is outlawed, the manufacturers of such product close shops and throw their workers into the labour market.

    “Perhaps, the greatest negative effect will be creating a monopoly of a particular product leaving the consuming public at the mercy of the Shylock manufacturer.”

    He said creating a monopoly of cement production is not good for the country. It is anti-democracy where right to make choice is a major ingredient.

    “Rather than calling for the outright ban of 32.5 brand of cement, the supervising agencies should increase their quality control strategies to ensure that the product and the so called 42.5 brands do not lose their qualities,” he said.

  • Fight touts, fake products, traders urge

    Traders at the Onitsha International Electronics Market, Anambra State, have urged the new president of the market, Mr Izuchukwu Okoye, to ensure he fights touting and sale of fake products in the market.

    The traders believed that as a former Chief Security Officer of the market, he would be able to protect the traders.

    The group’s Secretary-General of the market, Comrade Damian Ogudike, spoke during their early morning prayer session.

    Ogudike said: “Whoever feels that the election was not free and fair should go to court to obtain justice instead of carrying propaganda that the election was rigged or that some people were disenfranchised. There was no stealing in the market when Okoye was the chief security officer’’.

    The traders who expressed surprise that some traders complained that the election was not free, fair and credible added that it was the most credible, peaceful and without bias on the part of the electoral committee.

    Former President-General of the market, Chief Dona O. Obi, Dominic Okechukwu Mba and Philip Iheanacho, described the new president as capable of restoring sanity in the market, urging those opposing his election to accept defeat as sportsmen and help in moving the market forward.

    Chief Emma Onyekwe Ogege, a stake-holder, Uzor Godwin Nwosu, chairman of the state Musical Producers Association and the Public Relation Officer  of the market, Samuel Ikechukwu Onyeama said that the issue of touting would be a thing of the past with the election of Okoye.

    They commended the electoral committee headed by Chief Okwudili Ezenwankwo, the security operatives and traders for their contribution towards a successful election.

  • 10 things Nigerians are buying

    May is truly a fun-filled month to Nigerian shoppers, fashion lovers, football lovers, students and others looking forward to events, such as the UEFA champions league final, roland garros, school resumption, shopping discount days, Workers Day holiday and Children’s Day.

    The month kicked off in a grand style with the smashing Konga Worker’s Day mega sale which offered customers a whopping 70 per cent discount across categories. And customers’ shopping trends so far offer credible insight on what Nigerians are interested in at the moment.

    So, if you are on the fence regarding what and how to shop this month, this list of ten hottest items Nigerians are buying should serve as reliable pointers.

    Phones and Tablets: Google Nexus Lenovo A369i,  Infinix and Samsung GalaxyS5.  May is emerging as a popular month for Nigerians looking to upgrade their smart phones with these three devices emerging as the most popular ones so far.

    Books and Stationery: Half of a yellow sun, this month has seen an increased interest in Chimamanda Adichie’s international bestselling novel ‘Half of a Yellow Sun’ thanks to recent heavy press the release of its accompanying film is garnering, plus the book is a totally great read.

    Computers and Accessories: Dell Inspiron 3521 at N69,500 and HP Pavilion 15-n002sia at N89,250 are currently the most bought laptops this most. The specifications on both laptops are perfect for work or play.

    Fashion: Apparently, it isn’t just the women who love the women accessories hot and stylish, fashionable male can’t seem to get enough of these new arrivals. It seems Konga customers are keeping up with global fashion trends observed from different celebrities in the month of April. Games, Music and Movies: Playstation 4 console; Nigerians definitely love their game consoles, and the latest gaming console from Sony at the best price in Nigeria seems to be very popular among Nigerians.

    To encourage more Nigerians to jump on the trend, Nigeria’s largest online marketplace, Konga.com will be continuing the mega sale to make sure everyone has a chance to grab a bargain.

  • PZ Mamador oil shines at Lagos food fiesta

    PZ Mamador oil shines at Lagos food fiesta

    Food festivals are key part of the culture of most vibrant and successful economies. They are colourful and important addition to a country’s attraction for tourists.

    Countries, such as America, German, Britain, and Austria,boost hundreds of food festivals, which allow them to showcase their food culture and leading food brands. Now, Nigeria has keyed into the trend, which is why Aresveepee Limited, an events company, organised the just concluded inaugural edition of the Nigerian Food Fiesta at the Tafawa Balewa Square, Lagos.

    PZ Wilmar, makers of Mamador oil, decided to support innovation and entrepreneurship when they sponsored a table at the food fiesta, frying and cooking all sorts of delicacies-burns, fish, puff and the likes with Mamador cooking oil. At the  event in which leading cooking brand emerged after 15 months of entering the market, has won the hearts of several consumers who have tasted and believed it is 100 per cent pure.

    A restaurant owner, who uses Mamador oil since it entered the market, said she has more customers than before. Mama Serah of Delicious Food Restaurant in Gbagada, Lagos, said she hasn’t used other cooking oil since she got to know about Mamador.

    “For my kind of business, I need a healthy, affordable, and tasty cooking oil and Mamador fits into my choice of a perfect cooking oil. I add a little to my meal and my customers keep coming. They now eat healthy meals at my place,” she said.

    The product has since found itself in major stores, groceries, supermarkets and shopping malls across the country Mamador is said to provide tasty and healthy meal solutions. As cuisine, cooking habits, and tastes continue to evolve, the brand is the helping hand to the woman who is the meal provider in the kitchen by continually helping to create good food moments.

    The brand, according to its makers, has been formulated as the best cooking oil, bringing renewed excitement to retailers and consumers. Mamador oil is sold for between N1, 000 and N300, depending on the size.

    Ndidi Ezeudeuyi, a brand management staff member of PZ Wilmar, said: “The company is in partnership with the largest cooking oil makers in the world to bring this high quality cooking oil to Nigerian consumers.”

    “At PZ, we firmly believe in our mission to bring high quality healthy nutrition to consumers and as leader of cooking oil brands in Nigeria, we are delighted to be in support of the first food fiesta in Nigeria.”

    She added: “Cooking can be fun only if the right ingredients are used and to make tasty meals always, it is important to buy only trusted cooking oil.”

  • Why foreign retailers can’t resist Nigerian market

    Why foreign retailers can’t resist Nigerian market

    Many foreign retailers are setting up businesses in Nigeria to gain a firm foothold in a marketplace where most consumers are brand loyal and value good services. TONIA ‘DIYAN reports.

    Within the global business community, Africa is believed to be the last frontier for proper growth, which is why global attention is focused on Nigeria, the most populous country in the continent.

    With an estimated 167 million population and huge market, foreign investors can no longer ignore the huge investment opportunities in Nigeria, considering the fact that most consumers are brand loyal and discerning; they value good services and products.  These, perhaps, explains why many foreign retailers see Nigeria as the investment destination of choice and are, therefore, rushing to have a foothold in a marketplace that offers tremendous opportunity for bountiful return on investment (RoI).

    South African retailers are leading the pack of foreign investors who have seen the profitable opportunities in Nigeria’s retail market. South African retailers have since been notching up exceptionally strong trading in shopping places where they are situated in Nigeria. These South African retailers, it was learnt, carry out researches to understand the unique set of consumer needs and norms before venturing into the business.

    In doing this, the retailers from the Rainbow nation, as South Africa is called, recognise that there is more brand recognition for foreign retailers in Nigeria that requires a marketing strategy that goes beyond advertising, store opening and extends to launching a new brand, which has continue to make them seek opportunities in the market.

    A South African clothing retailer, David Botha, is one those that ventured into the retail business in Nigeria and has since been counting his blessings. Botha entered into Nigeria a few years ago with the hope of using the country as platform to expand the frontier of his retail business headquartered in South Africa. Today, the foreign retailer is more satisfied doing business in Nigeria than in South Africa or any other African country.

    Botha has since brought his world-class retail store with all the international standards, guarantees and returns policies attached to his products to Nigeria. Having done his feasibility, he understands that Nigerian consumers are hungry for quality and innovation, which is why he provides the latest international fashion at affordable prices and in trendy/stylish stores situated across the country.

    As pointer to the profitability of retail business in Nigeria, many retailers who started with one store have opened several others within a short period of time, as new shopping complexes owned by foreign nationals keep springing up in the country every now and then.

    For instance, Mr. Botha told The Nation Shopping that he already has four stores in the country and will be opening new ones as soon as he finds space. “I started out with one store in Ikeja City Mall in Lagos, opened another one in Surulere, within Lagos. In my second year of doing business in Nigeria, I opened another store in Heritage Mall in Ibadan, as well as in the Grand Towers Mall in Abuja,” he disclosed.

    More than anything else, it is the innovation that the foreign retailers brought to bear in the business that ensured their expansion. Some of them who spoke with The Nation Shopping say they are committed to learning how they can improve on the way they do things to make current and future customers’ shopping experience as enjoyable and rewarding as possible. “We are not simply copying what we do where we are coming from, we are customizing our business to suit the needs of Nigerians in the various regions in which we have stores,” Sander Norman of Ikeja City Mall, said. Constant research into the needs of customers is believed to be partly responsible for the rapid growth of retail business in Nigeria.

    The success of these foreign retail businesses is also attributed to the passionate and dedicated efforts of the staff, which is why the retail owners invest heavily on staff development and training. As the investors acquire more stores, they hire more staff and develop them strictly from within.

    “We make use of an organic growth model, whereby we largely promote staff members from within our business. There are numerous staff members who hold senior positions now, who began their working career with us as casual employees,”  Botha said.

    Expectedly, the coming of the foreign retailers has rubbed off on the local economy. Apart from continuously investing more capital into their businesses, which contributes immensely to the growth of the local economy, the investors have also been contributing greatly to employment generation across the country. Most of their businesses are run by Nigerians. Sander confirmed this much when he said that apart from employing Nigerians, foreign retailers regularly take Nigerians for training in other countries and are often excited by the fantastic potential of the team members. “We promote our business from within and we have only one expatriate who will be replaced by a Nigerian by the end of the year,” he said.

    With experts projecting that in a few years time, many more retail shops and new shopping malls would dot Nigeria’s retail business landscape, the spin-offs to the local economy are expected to increase. More foreign investors in the industry will want to be part of the current growth and there will be many opportunities for local entrepreneurs to develop new store brands and different types of entertainment offerings, restaurants and fast food businesses.

    New foreign stores will enter Nigeria and will result in various retail-related job opportunities, as well as prospects to supply such stores with all the various services they will require. Also, experts have said these retailers will provide one-stop-shops for people to browse while doing their shopping, as well as meet their friends and families, and also enjoy themselves during their free time.

    Part of the innovation the retailers would bring to the table is to ensure that new items reach their stores weekly, thus ensuring that customers always have the freshest, latest items available when they visit the stores. The thinking is that foreign retailers who wish to make impact in the  market where consumers are known for their increasing sophistication and taste must customise their models to meet the unique consumer needs and aspirations because mall dwell times are increasing and foot counts are growing.

    Nigerians enjoy a first-world shopping environment that is pleasant, safe, cool, unrushed and which offers a complete retail experience from shopping to relaxing at the food court. That is why the call for more foreign retailers is gaining the support of more shoppers.

    Sander has a piece of advice for retailers planning to enter the market: “If you are prepared to develop a country-specific model and invest in research to support a supply chain, get the right stock, provide the best price and render the best services, because there’s a bright future in Nigeria.”

  • Quality service key to our success, says firm

    The founder of Paga Mobile Payment Limited, Mr Eyitayo Oviosu,  has said quality services have made Paga a top brand in the mobile payment market.

    Speaking at the fifth anniversary of Paga,Oviosu said the mobile payment market has grown with banks also venturing into the business hence making the competition more deeper for companies which provide payment solutions for retail payment.

    He noted that despite the competition, the industry has continued to grow as all licensed mobile money firms are working towards efficient service delivery to their customers.

    “There are many companies in the mobile payment industry and I think we are all going towards same business, which is how we can deliver mobile payment to Nigerians whether in your business or individuals,” he said.

    Also, the firm’s Head of Agent Network  Sales, Jay Alabraba, noted that Paga is working hard to create awareness for users.

    “Paga is becoming a brand. For many people, we are an established brand because of the trust we have created through consistency and quality offering. This makes a product to become a brand. So, our ability to innovate and remain consistence in our transaction. So, for the fact that we want to ease payment challenges for customers, we created values that will enhance convenience for the customers. So, those key things have made us a brand … It’s about giving consistent service and high quality service. So, our unique selling point is offering convenience,” he added.

    Developed on the premise that simple and easily accessible payment solutions would endear shoppers, businesses to reduce customer’s frustration of dealing with cash and other inadequate payment channels, Oviosu, however, said through innovative product offerings, a strategic agent network and sheer determination, Paga has become the market leader in the mobile payments industry in Nigeria.”

  • Winners emerge in Ikeja City Mall promo

    Winners have emerged from the just concluded Ikeja City Mall two-fold promo tagged, Easter Bunny & 50th Consumer promo.

    While six winners who emerged from the ‘Easter Bunny Promo’ won  prizes from gifts donated by stores in the mall, four winners from the ‘50th Consumer Promo’ received shopping vouchers to shop in select stores in the mall.

    Participating stores gave out mouth-watering gifts to lucky winners. Owen and Gert gave a pair of shoes and shirt; US Polo Association gave out four polo shirts; Silverbird Cinema gave out 10 movie tickets and Swatch gave out wristwatches, V- shop gave out Olympus camera, Kidz Country, Jack &Jones, Mango, Mr Price and Enzzo gave N10,000,N20,000, N25,000, N30,000 and N40,000 shopping vouchers. DSTV gave out a complete GOTV set while Black up & Montangne gave N8,000 worth make-over to 20 people.

    The two-fold promo is to reward loyal shoppers who bought items worth N20, 000 and above in a purchase receipt during and after Easter. The promo, which kicked off on April 7, ended two days ago with a  draw.

    Throughout the promo, drop boxes were positioned at the three entrances of the mall, where shoppers deposited their receipts with their details written on them.

    For the 50th consumer promo, receipts were submitted to the Marketing Manager of the mall, Mr. Eniola Ositelu.

    The concept of the 50th consumer promo is that sales representatives of all stores in the mall would count shoppers that walk into their individual stores till they get to the magic number 50. Then, the lucky person is expected to spend N20, 000 in that particular store to qualify for the raffle draw. But if the shopper spends less, the next shopper to spend the required amount takes that slot.

    In attendance at the mall’s management office were representatives of the mall’s tenants, the mall’s management team and reporters.

  • Anti-malaria campaign begins

    Anti-malaria campaign begins

    Reckitt Benckiser has restated its commitment to create innovative solutions for the consumers.

    The Marketing Director, West Africa, Reckitt Benckiser, Mr. Oguzhan Silivrili, spoke at a community engagement to commemorate the World Malaria Day in Lagos.

    He said in demonstration of the company’s commitment to innovation and consumer satisfaction,  its insecticide brand, Mortein, was collaborating in the global fight against malaria.

    “The vision and mission of RB (Reckitt Benckiser) globally is actually providing consumers healthier lives and happier homes. That is our vision, and that is why we up wake every day, and go to the office to create innovative solutions for the consumers. To achieve that vision, we see that malaria is a serious threat to the health of the consumers and that is why we are taking it very seriously and partnering with government to fight against it,’’ he said.

    Silivrili further said the launch of Mortein anti-malaria campaign in Nigeria and across some other African countries, two years ago, was also part of the company’s leadership in innovation and responsible corporate citizenship.

    During the community engagement at Tego Barracks open field, Marine Beach in Apapa, hundreds of residents trooped out for malaria screening conducted with the Lagos State Ministry of Health.

    Also as part of the World Malaria Day, Mortein presented certificates and baby gift items to some new babies at the General Hospital, Ajeromi-Ifelodun and Primary Health Centre, Ijora.

    Among the beneficiaries were Mrs. Gift Odia and her baby boy and Mrs. Kafayat Tajudeen and her new born girl. The children were picked for being born on April 25,  the World Malaria Day.

    Residents at the event also received free cans of Mortein and insecticide treated nets.

    He Silivrili assured Nigerians of Mortein’s unshaken commitment to the fight against malaria.

    The Chairman, Apapa Local Government, Ayodeji Joseph; Permanent Secretary, Ministry of Health, Dr. Omodele Osunkiyesi and Sarki Hausawa of Lagos State, Alhaji Sani Kabiru represented by the Sarki Hausawa of  Ajeromi-Ifelodun, Alhaji Adamu Abubakar, commended Mortein and stakeholders for fighting malaria in the state.

     

  • Online shopping to hit $371b by 2017

    Shopping has undergone a revolution, and it is still changing. It started with an Internet bookstore and an online swap introducing new ways to shop. Fast forward two decades, and online shopping continues to grow.

    In its report, “US Online Retail Forecast, 2012 to 2017,” Forrester predicts that online shopping will reach $371 billion by 2017, when it will account for 10 per cent of all retail sales. The explosion of digital devices and media, open information, real-time word of mouth, and same-day delivery illustrate the landscape is still being created. Today’s shopper is different. The old paradigm days of browsing aisles, reading box sides, and asking questions of store associates have already been replaced by shoppers beginning their research in the digital medium — not just for heavily researched and considered categories like durable goods, but also for lower-priced, fast-moving consumer goods.

    Why? We’re afraid of making the wrong choice: Will I like it? Will my friends like it? Will it actually do what it says? Is it safe? Is it healthy? Is it green? When I went to a baby store recently with the assignment of buying a car seat, I couldn’t get comfortable with the idea of just picking something off the shelf and buying. I had to sit in my car first and research brands and models on my phone. Once in the store, I still couldn’t pull the trigger on the one I liked without first checking reviews online. We’re quickly growing accustomed to mitigating purchase risk by tapping into the vast pools of information assembled online.

     

    The Multi-Device, Multi-Tab Shopper

    Under the old paradigm, people would signal their entry into the market by visiting their favorite store at a convenient time and browsing the right aisle to learn about options. For some purchases, it was worth the hassle of walking or driving to another store to compare more options; but in practice, most shoppers would buy from the first store they visited. Product brands and retailers made huge investments to create the right experiences in and around each retail chain to win that shopper.

    In the new and still-changing paradigm, entry into the market for a new product purchase is much less linear — and much less centered on a visit to a single retailer. The stimulus to buy something may happen at any time. Most of us have a digital device at hand during most of the day: at work, it may be a PC; on the go, it may be a smartphone; at home on the couch, it may be a tablet.

    We always have the ability to run a Google search or visit a retailer website to start learning about options. On the initial search, we may bookmark, pin, or email a couple options to investigate later.         Source: google