Online Shopper Intelligence Study Reports Cross Channel Retailing is Important and Profitable

The Compete Online Shopper Intelligence study provides powerful insight into the complete online shopping experience.  For more consumers insights, please contact Debra Miller at dmiller@compete.com for more information.

Through policies as simple as in-store returns for online purchases to more sophisticated tools like mobile shopping apps, retailers are working towards breaking down the barriers between offline, online, and mobile shopping.  And it is a good thing retailers are working on these initiatives, because the latest Online Shopper Intelligenceâ„¢ study finds that consumers are demanding a smoother cross-channel experience. Consumers do not differentiate between sales channels and are increasingly utilizing offline and online data when shopping, regardless of the medium used to ultimately purchase the items.

  • 29% of consumers indicated that they are extremely or very likely to research products online before purchasing them in a store.
  • 53% of respondents said an in-store return option would increase their likelihood to purchase online.
  • More than half of respondents said they at least occasionally chose the "˜ship to store’ option for their online purchases.
  • 44% of smartphone users (as reported by the Smartphone Intelligenceâ„¢ survey) have downloaded a shopping application to their phone
  • 44% of smartphone users (as reported by the Smartphone Intelligenceâ„¢ survey) review product descriptions on their phone while shopping in a store; the same percent conduct instant price comparison in a store

About Debra Miller Arbesman:
Debra Miller Arbesman is senior associate, retailer and consumer products at Compete, a Kantar Media company that helps brands improve their marketing based on the online behavior of millions of consumers.