Consumers are going to stores to examine products, pulling out their smartphones to check prices and sometimes buying online. They also often go online before a store visit. And they expect to do more of this cross-channel shopping and would like retailers to make it easier to do, according to a survey by consulting firm Accenture.
There are, however, big differences in shopper behavior depending on what they’re buying. Consumers shopping for apparel and consumer electronics will frequently use stores, mobile devices and the web to gather information. That’s far less true for the everyday items consumers overwhelmingly buy in bricks-and-mortar supermarkets and drug stores, according to the survey of 750 U.S. consumers.....more