There are two types of buying behaviours that reflect the modern online shopper: planned and impulsive. When people plan to buy something, they turn into detective mode, using technology to scour the internet for reviews and recommendations, especially for expensive or complex items. But technology also has a sneaky side, luring us into impulsive buys with ads tempting us to reach for our credit card.

Research by award-winning strategic research agency Fifth Dimension, suggests reliance on technology can make consumers feel disconnected from brands and less committed, increasing the likelihood of switching. CEO Lyndall Spooner discusses how to tackle buyer’s remorse by balancing a smooth digital experience with helping customers clearly understand their purchases, building trust in the process.

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