The cross-shopping phenomenon
Cross-channel shopping, where consumers shop for and research products online, but actually buy at a brick-and-mortar store, is big and appears to be getting even bigger because of the recession.
Here are some cross-channel shopping statistics.
- Due to the economy, 91% of consumers think researching product online makes them more confident about what they buy. Source: PriceGrabber.com
- 60% of consumers who bought home furnishings in a retail store during the six months of Feb. - July 2009, conducted online research before hand. Source: comScore
- 47% of online shoppers will research their next furniture purchase online, but will buy it in a brick-and-mortar store. Source: PriceGrabber.com
- Retailer store sales influenced by online research are three times higher than total e-commerce sales (an estimated $132.4 billion in 2008). Source: eMarketer.
And, Shop.org’s annual eHoliday Study, conducted by BIGresearch, shows that 18% of U.S. Internet users will research home and garden furnishings online this holiday season.
Stephane Deveault commented:
If you consider that it takes only 1 percent of people making a dedicates choice to create a movement that can change the world, what could be 17.6% for Furniture retailers and Furniture Mfg. If retailer's have a good online presentation, consumer may start today's change in our industry! Let's be optimistic, those 17.6% will be the 1% making dedicates choice about our industry. Numbers, and statistical analysis is more important in today's world!
Todd Brown commented:
I agree that consumers are more frequently researching online, but it is a little misleading to use statistics that include everything retail, while the chart below the text clearly shows that not as much research is done in our industy.
Again, it's not that I don't think it's an important trend to watch, but we need to be realistic and industry specific on the numbers
Steven J. Husak commented:
Great article Dana! This seems to confirm that having an online presence is becoming more important for bricks and mortar retailers, espacially so the consumer knows where to purchase products they may find online through a cross channel site.
If a retailer doesn't have a strong online presence the consumer may not know they carry the product they are researching!
Steven Husak
CEO
Continents Apart, LLC
The First Rep Organization Specializing in Drop Shipping for Home & Garden.
ContinentsApart.com
