Retail Intelligence: More US shoppers want their in-store shopping experience to match online

February 10, 2014
Profitero
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Profitero

Accenture’s latest “Seamless Retailing” study reveals that whilst online shopping continues to grow, more US shoppers plan to buy from stores – but want their in-store shopping experience to match the convenience of online.  69 percent of shoppers polled expect price to be the same across all channels.

Accenture’s latest “Seamless Retailing” study reveals that whilst online shopping continues to grow, more US shoppers plan to buy from stores – but want their in-store shopping experience to match the convenience of online. 69 percent of shoppers polled expect price to be the same across all channels.

Despite the continued growth in online shopping, more US shoppers are planning to make purchases from physical stores, according to the latest ‘Seamless Retailing’ study from Accenture.

Based on a survey of 750 adult consumers conducted at the end of 2013, 21 percent of US shoppers said they plan to increase their in-store purchasing, up from just nine percent of shoppers in 2012 – however they want their in-store shopping experience to match the convenience that online delivers.

The study reveals a number of key trends:

Bringing the online experience into the store: 19 percent of shoppers said they are using “click and collect” services more often than in 2012, whilst the ability to check product availability online before travelling to a store is the service that would most improve the shopping experience for 31 percent of US shoppers surveyed.

Showrooming vs Webrooming: Shoppers are webrooming – browsing online and then going to a store to make a purchase – more than showrooming across all product categories, with the exception of grocery. The proportion of shoppers who engaged in webrooming for consumer electronics and home improvement products was up from 39 percent in 2012 to 48 percent in 2013.

Product assortment and price needs to be seamless: A growing number of shoppers expect a retailer’s product offering to be the same across different shopping channels – 51 percent in 2013 compared to 43 percent in 2012 – whilst more than than half (57 percent) expect promotions to be the same across channels. 69 percent expect prices to be the same.

This latest study further highlights the need for retailers to understand a shopper’s needs and motivations both on-and-offline. Delivering the same customer experience on both price and product assortment across all channels is key, therefore accurate price intelligence is becoming critical to better inform a retailer’s pricing strategy, whether that be online or in-store.

Discover how Profitero delivers critical online pricing intelligence to more than 40 global retailers so they can compete more effectively across all channels. Email us at sales@profitero.com or visit www.profitero.com to find out how we can help you grow sales and increase margins.

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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.

Our pricing data can be seamlessly integrated into price optimization solutions such as Blue Yonder, Revionics and IBM DemandTec, to deliver more accurate and effective price optimization. Profitero is also the preferred supplier of online competitor pricing data to Nielsen’s retail customers across more than 100 countries.

To discover how Profitero can help make your pricing smarter, contact us at sales@profitero.com or visit www.profitero.com.

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