A report by Bronto Software has revealed that only 27% of the 77% of US consumers, open to shopping abroad, are buying UK-based brands. The report followed a survey among 4,005 consumers across the UK, US and Australia.
The 23% of US customers, who prefer buying home brands are - mostly - found in the age group 'over 55'. Of the US consumers already shopping internationally, 27% were aged 25 to 34.
In the US, shipping costs (67%) and delivery times (43%) were the main barriers noted, regarding shopping abroad. Reservations about shipping costs were shared in the UK (62%) and in Australia (75%), although only 7% of Australian consumers hadn't considered shopping abroad.
'Unique merchandise' and 'better prices' were suggested - by 55% and 61% of US consumers respectively - as key factors key to encourage shopping outside the home market.
"Online retail (...) is about reducing barriers and creating differentiation. Offering US customers unique, perhaps even quintessentially British merchandise, at a good price and with a superior transaction process will allow a company to stand out", Saima Alibhai, Practice Manager of Professional Services at Bronto Software, commented.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Martha Sparrius. To subscribe to ESM: The European Supermarket Magazine, click here.
