Shoppers Want Convenience Of Online Shopping

According to a consumer report, more consumers plan to increase their in-store shopping, but they want the convenience of online shopping. The study conducted by Accenture wanted to know consumers preferences to shop seamlessly across channels.

The survey involved 750 US consumers. When asked what retailers need to improve the most, 40% of respondents ranked 'improving the in-store shopping experience' first. Only 16% said the same for online shopping.

For online shopping the biggest driver is convenience, so as in-store shopping continues to rank high the online shopping experience will be in demand.

One example of what consumers want when shopping in-store is information on product availability. According to the report shoppers want the following:

• Being able to check product availability first before travelling to the store 31%.

• Reserving or buying an item online and picking it up at the store-19 % said the use 'Click & Collect.'

• Buying in-store and having the product shipped to their home.

• Browsing online then going to the store to make a purchase

Seventy-eight percent of consumers said they had webroomed.

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