Wily, wired consumers
The internet has empowered shoppers both online and offline
THE amount of time people spend researching, checking prices, visiting stores and seeking advice from friends tends to rise in proportion to the value of the product they are thinking of buying. A new car is one of the biggest purchases people make, and buyers typically spend four to six weeks mulling over their choices. So why are some people now walking into car showrooms and ordering a vehicle without even asking for a test drive? Or turning up at an electrical store and pointing out the washing machine they want without seeking advice from a sales assistant? Or doing the one thing that the fashion industry swore would never happen—fashionistas buying haute couture items sight unseen? Welcome to a new style of shopping shaped by the internet.
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