Ready, set, research! Window shop online
Investigate household purchases on the web before hitting a store
By Kama Lee Jackson
Whether you’re hunting for a big-screen TV or a microfibre jacket, it’s never easy parting with your hard-earned money. Comparison shopping can be a tiring and time-consuming task, but thanks to the Internet, you can get more effective results, faster — without having to make trips to several stores.
“Before the Internet many people had to use consumer guides to get information,” says Pat Foran, CTV’s consumer reporter and author of Canadian Consumer Alert: 101 Ways to Protect Yourself and Your Money (McGraw-Hill Book Co., 2001). “Often people were in the hands of the salesperson and had to hope they were getting good advice. Now, a consumer can research the product, price, technical information and warranty online before entering the store.”
Fifty-two per cent of Canadians with Internet access go online to research products before buying anything, according to Ipsos-Reid’s September 2006 Inter@ctive Reid Report. And these products can range from CDs to plane tickets and hotel stays, as well as larger items such as home electronics and cars. Numbers from Statistics Canada show that Canadians spent more than $7.9 billion shopping online in 2005.
Assess different brands and models
When Toronto dietitian Andrea MacPherson realized that her 10-year-old vacuum cleaner had bit the dust, she decided to educate herself before shaking out her wallet for a new one. “I wanted to know how to get the best value for my money, which features to look for and which to avoid, and the performance record and repair history of various brands and models,” she says.
Foran suggests starting your research with a simple online search. Just type the kind of product that you’re looking for into a search engine and click on the most logical retailers first to see if they carry the products — then start your comparison research. “There are many consumers who end up knowing more about a product than the salesperson,” says Foran.
MacPherson looked for consumer reports and opinions. She was surprised to learn that two top-selling brands had many negative reviews and high rates of repair.
Learn from other buyers
Beyond professional reviews, MacPherson values word of mouth and wanted to hear opinions from average buyers. “When it comes to big-ticket items, I want to learn from other people’s purchase mistakes,” she explains. “I want to avoid being the sucker who gets the lemon.”
She visited ConsumerReports.org and Epinions.com. “You have instant access to many people’s experiences and non-manufacturer information,” she says. “I get the information I want and can plan my purchase accordingly.”
When Cliff Spicer, a professional photographer in Ajax, Ont., wanted to buy his family a digital camera, he went online to find out more about consumer models. Like MacPherson, he searched for other people’s input. “I found out that most new cameras are announced at a large trade show once a year, and that waiting for this was in my best interest.”
Compare prices
Once you’ve decided what brand or features you want, start shopping around for the best price.
“It’s always a good idea to try and find a product in three different places before making a decision, especially if it is a big-ticket item,” says Foran. “A digital camera, big-screen TV or computer can vary in price by hundreds of dollars.”
Browse online, buy in person
Though Canadians are using the Internet more to make purchasing decisions, not all Canadians are closing the deal with their computers.
“Many people may feel more comfortable researching online and then speaking to a salesperson in the store to confirm their purchase or answer any additional questions,” says Foran.
MacPherson ended up buying in a store instead of online, but she credits the Internet with giving her the tools she needed to make the right decision. “It really gave me an upper hand with the salesman at the store. I knew all the terms for the features I wanted and had all my questions prepared. He knew I had done my research.”
Do your comparison shopping at these sites
- ConsumerReports.org: Experts review everything from interior paints to cars.
- ConsumerREVIEW.com: Consumers compare and shop for electronics and outdoor sporting goods.
- Epinions.com: The free member service gives you access to millions of consumer reviews, ratings and comments.
- AudioREVIEW.com: Read searchable consumer reviews of home audio and theatre products (DVD players, speakers) sorted by brand, and take part in discussion forums.
- Best Consumer Products: Read reviews of the top products in many categories.
- ConsumerGuide: Read how-to-buy guides for consumer products, with charts of features and terminology as well as ratings, reviews and pricing.
- PriceGrabber.ca: Comparison shop for computers, electronics, cameras, clothing, software, video games, and health and beauty products.
