Understanding the role of physical trial for good shopping decisions

Purpose - In the context of omnichannel distribution development, this study aims to understand how and why trying products out helps people make good purchase decisions (i.e. decisions that they do not regret later). Design/methodology/approach - The paper uses mixed methods consisting of an experiment (n = 162), a series of interviews with consumers (n = 16) and in-store observations (n = 202). Findings - Results show that trying products out allows us to evaluate how they will fit, which increases purchase intention. They also indicate that trying leads to better decision-making. Research limitations/implications - This paper enriches product trial literature and sheds new light on how sales channels combine in omnichannel distribution. Practical implications - The conclusions of this research will be useful to retailers who want to help consumers make better purchasing decisions. Social implications - Helping consumers make better decisions minimizes the societal impact of consumption by reducing the frequency of re-purchases and product returns. Originality/value - The originality of this research lies in using mixed methods, providing a complete understanding of why consumers try products out and how they do so.