Digital shopping doesn’t always lead to an immediate conversion. Retail executives, however, say it does translate to influence throughout the path to purchase.
The influence works both ways. According to a November 2013 survey of US digital shoppers by consulting firm Accenture, 78% of respondents reported “webrooming,” or researching online before heading to a store to make a purchase. At the same time, some store trips eventually led to a digital purchase. The same Accenture study found that 72% of respondents “showroomed,” or bought digitally after seeing a product in a store. Consumers, then, have merged online and offline into a single shopping experience. Read the rest at eMarketer.