IBM: Consumers are seeking integrated shopping experience between online and offline

International Business Machines Corp (IBM) has published the findings of its survey of 26,000 global consumers on their shopping behaviours recently. The survey found over 80 per cent of shoppers chose to buy non-grocery items from the brick-and-mortar shop but only half are committed to returning there next time they buy while 9 per cent committed to making future purchases online. Another 35 per cent are unsure whether to shop physically or online in future.

Among the eight products categories tracked in the survey, the two most popular categories chosen by consumers for an online purchase are consumer electronics and luxury items, including jewelry and designer apparel.

The study also unveiled that nearly half of online purchases in the eight categories resulted from “showrooming,” a burgeoning trend in which consumers browse goods at a store, but ultimately buy them online. IBM recommended retailers should connect their store and online presence to capture the sale to showroomers who are younger, male and affluent shoppers. From the survey, online-only retailers account for one-third of showroomer purchases.

by Terry Brown

Author: Terry KS

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