BRP Report: 82% of Consumers Shop Online Before Purchasing In-Store

Convenience Store News – Both physical and digital shopping environments are necessary to create a consistent brand experience across channels. According a report by to retail management consulting firm BRP, only 18% of retailers are focused on increasing the convergence of physical and digital shopping environments, despite 82% of customers shopping and reviewing products online before purchasing in-store.

Because e-commerce has elevated consumers’ expectations of the shopping experience, retailers must now provide service anytime, anywhere and any way customers’ desire.

Consumers now have more shopping options than ever before with more competitive pricing, greater merchandise assortments and faster delivery to get their desired product wherever and whenever. This makes the customer journey more complicated than ever before.

“Since consumers use digital devices throughout the shopping journey to research product information, compare prices and read consumer reviews, providing as much relevant information via the retailer’s website helps keep customers loyal to the brand,” said Jeffrey Neville, senior vice president and practice lead at BRP. “As e-commerce continues to represent a greater share of retailers’ revenue mix, it is imperative that retailers continue to enhance their online capabilities to keep up with their competitors that are just a click away.”

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