Study: 82% of consumers review products online before purchasing in store

Frozen & Refrigerated Buyer – While 59% of retailers are focused on creating a consistent brand experience across channels, only 18% are focused on increasing the convergence of physical and digital shopping environments.

The advent of e-commerce has elevated consumers’ expectations of the shopping experience, and retailers must now provide service anytime, anywhere and any way customers desire. 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,” says Jeffrey Neville, senior vice president and practice lead at BRP, Boston, Mass. “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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