Two in three favour omnichannel for buying appliances in China

One in five does online research first before buying in an offline store.

Two-thirds of consumers in China prefer an omnichannel approach, or a combination of online and offline methods, when purchasing electric appliances, according to a report conducted by Digital 100 and revealed by JD.com.

According to the report, 17% of customers prefer to first view and test the product in an offline store before purchasing online, which allows for further research and comparison before making a final decision.

Meanwhile, over one in five (22%) does online research first to select potential products of interest, and then visits an offline store to test the product in person before purchasing the product online.

Through this, customers can also choose whether they prefer to pick up a purchase at an offline store, or have it delivered directly to their homes, providing additional options for convenience and peace of mind.