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The Multichannel Retail Report 2012 is based on a survey of 1,000 consumers in the UK and 1,000 consumers in the US, carried out by Econsultancy, using Toluna QuickSurveys, in August 2012. The report, which is free to Bronze members, analyses key areas such as the demand for multichannel retail, the impact of online research on offline purchases, and the emergence of mobile as a retail channel. The results of the survey are compared, where relevant, to the results of a similar survey carried out by Econsultancy, using Toluna, in 2011.
The research, which accompanies our How the Internet Can Save the High Street report, gives insight into trends in consumer preferences and expectations regarding multichannel retail in the UK and US, and highlights the importance of marketing across multiple channels for retailers.
- The vast majority of UK consumers see the ability to purchase from a retailer from different channels as important.
- Consumers regularly use the internet to research purchases to buy from a local store.
- The use of reserve and collect services is significantly higher in the UK than in the US.
- The proportion of consumers having made a purchase using their mobile has doubled in the UK and US since 2011.
- Respondents expect to be able to return purchases through a different channel from the purchase channel.
- The Multichannel Retail Survey (666 KB PDF)