More Than a Third of Shoppers Buy in Stores After Researching Online, Study Says
Showrooming can boost shopping in brick-and-mortar stores, DXC Technology reported Tuesday, saying 36 percent of consumers buy products in a store after exploring them online. Other findings of its survey: 57 percent of shoppers said online promotions are important, but…
Sign up for a free preview to unlock the rest of this article
Export Compliance Daily combines U.S. export control news, foreign border import regulation and policy developments into a single daily information service that reliably informs its trade professional readers about important current issues affecting their operations.
same-day or next-day delivery or in-store-pickup options aren't key differentiators unless enterprises are trying to reach specific groups; same-day or next-day delivery was about 9 percent of total shopping, higher among Generation X (33 percent) and millennials (28 percent). Consumers surveyed are more likely to feel satisfied with purchases when shopping in-store than with pure-play e-commerce retailers; 60 percent were confident with their in-store purchases and "strongly appreciate" the ability to return products “hassle-free” to retail locations. More than half of respondents rated their overall in-store shopping experiences as emotionally satisfying, and 48 percent said they obtain good deals in stores, while e-tailers ranked high on convenience with more than 50 percent saying their overall online shopping experiences were convenient, quick and simple. Omnichannel retailers should focus on in-store services that “deepen and strengthen your engagement with customers,” said analyst Vijay Iyer: E-commerce retailers need to “lead with the convenience factor and use artificial intelligence to predict consumer behavior.”