The analyst responsible for the report published by internet research group Gartner, David Schehr, cautioned that the results do not mean that price is not still a fundamental consideration in the consumer’s mind but that “on-line merchants should focus their energy on getting the customer in and out of the site as quickly as possible.” This is reinforced by the figures showing that just 2% of consumers said price alone is an important consideration, 49% saying convenience alone was important and 30% said both factors together were equally important considerations.
Businesses can push the convenience of their site, Schehr said, by sending marketing messages “that focus on on-line buyers feelings of being time constrained,” and by using messages and design elements that tie price to convenience benefits.