One-third consider options other than the store for next purchase; Showrooming drives 50 percent of online sales
ARMONK, N.Y. – 15 Jan 2013: National Retail Federation Convention – A new IBM study of 26,000 global consumers released today at the 2013 National Retail Federation convention (#IBMNRF) found they are diversifying the way they shop for and acquire goods, becoming increasingly open to buying both online and in-store depending on their needs at time of purchase. While more than 80 percent of shoppers chose the store to make their last non-grocery purchase, only half are committed to returning there next time they buy.
IBM’s research finds that consumers are in a transitional state. According to the study, 35 percent are unsure whether they would next shop at a store or online. Nine percent are ready to commit to making future purchases online. Of all eight product categories tracked in the survey, the two most popular categories chosen by consumers for an online shift are consumer electronics and luxury items, including jewelry and designer apparel. (more…)