Luxury Daily – Consumers’ shopping habits are increasingly cross-channel, but new research finds retailers are putting more emphasis on consistency of experience rather than the convergence of their digital and physical channels.
According to a report from Boston Retail Partners, 82 percent of consumers have browsed or researched online before heading to a store to make a purchase. The more educated, ecommerce-connected consumer has raised expectations for retailers, calling for brands to ramp up their offerings to remain competitive.
“Ecommerce and mobile commerce has put additional information and enhanced functionality into the hands of both customers and associates,” said David Naumann, vice president of marketing at Boston Retail Partners. “This, in turn, has increased customer expectations as she now has more shopping options than ever before with access to competitive pricing, greater merchandise assortments and faster delivery.”
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