31% of UK shoppers research in-store before making purchase online: report
In order to thrive in the modern age of multichannel retailing brands have to be aware of the relationship between their offline and online sales channels.
Smart retailers such as John Lewis, B&Q and Marks & Spencer already partly attribute online sales to their brick-and-mortar stores as it’s naive to think that people buying through ecommerce haven’t been in-store for product research at some point.
A survey published by eBay gives a new insight into the relationship between offline and online retail by asking respondents about the channels they used to research a specific purchase.
In both the UK and Germany around a third of consumers used multiple channels during their purchase journey, including 31% of consumers who visited a store before buying online and 34% of consumers who did online research before a recent in-store purchase.