Study: Most Consumers Research Online, Then Buy in Store
Nearly 75 percent of respondents to a survey released yesterday by BIGresearch said they regularly or occasionally go online to research before making an in-store purchase. As a result, retailers who don’t integrate in-store marketing with online initiatives risk losing incremental sales opportunities, according to BIGresearch. “Retailers have focused on their in-store experience, but for many consumers online research is replacing the store as a way of gathering information on products and pricing before purchasing at the
store level,” Joe Pilotta of BIGresearch said.