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Retail Intelligence: How today’s hyperconnected shoppers are blending online with offline

October 8, 2013
Written By

As eCommerce extends into mobile, increasing numbers of hyperconnected shoppers are making smartphones a regular part of their purchasing processes. A study from Havas Worldwide illustrates that more and more of us no longer see a distinction between online and offline. Shopping anytime/anywhere is simply part of where and how we live.

Havas Worldwide’s study “Digital And The New Consumer: Emerging Paths To Purchase” was conducted across 31 countries and explores how consumer attitudes towards digital commerce have evolved in our increasingly mobile era.

Reasons for shopping online rather than in-store centre around convenience and price: The 24/7 accessibility of e-shopping was cited by 43 percent globally. Next in importance: convenience (36 percent), better prices and deals (35 percent), and easy price comparison (33 percent).

Havas’ survey reveals that for some types of products the Internet is becoming both an early reference point and the final point of purchase, with offline checking of products and/or prices sometimes taking place between the two. Well over half of global consumers (58 percent) say they sometimes go to a store to see/try out a product before buying it online. More than 4 in 10 ‘digitally integrated’ consumers have used a smartphone to check for a better price whilst in-store. The report concludes that retailers who don’t have a strong online presence offering competitive pricing are at risk of becoming showrooms for retailers that do.

Profitero’s latest White Paper outlines the five key reasons why every retailer needs to monitor their online competitors’ prices to stay ahead of the retail game and remain relevant to today’s digitally integrated shoppers. Download the White Paper here.


eMarketer projected in April that US ecommerce retail sales of food and beverage products, of which groceries are a part, would grow from $5.8 billion this year to $11 billion in 2017.


About Profitero

Profitero is the leading global provider of online competitor pricing data. We provide both bricks & mortar and online retailers with their competitors’ prices, promotions and full product assortment information. Profitero’s accurate and timely competitor intelligence enables our customers to make better informed and more profitable pricing decisions, helping them to increase sales as well as margins.

More than 40 global retailers, including Staples, Sam’s Club, Tesco, Waitrose and Ocado, rely on Profitero Price Intelligence to:

  • Benchmark competitor prices
  • Manage their prices and promotions
  • Attract price sensitive shoppers
  • Negotiate better with suppliers.

Profitero collaborates with leading price optimization providers including Revionics, IBM DemandTec and Blue Yonder, with Profitero’s competitor pricing data integrated directly into these solutions to provide more accurate and effective price optimization. Profitero is also in a strategic alliance with Nielsen as the preferred supplier of online competitor pricing data to their retail clients.

To discover how Profitero can help make your pricing smarter, contact us at or visit

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