Most Consumers Do Research Online Before Purchasing In Stores: Survey

NEW YORK -- An Accenture survey of more than 600 U.S. consumers has found that the majority of consumers use the Internet as part of the shopping process even if they go to stores to purchase or pick up items, Accenture here said yesterday. The data suggest that retailers and consumer goods companies need to focus on customer service and information available both from call centers and online or risk losing customers researching potential purchases, said Accenture. While two-thirds of survey respondents said they prefer to make purchases in physical stores, respondents also said they research product features online (69%), compare prices online before shopping in a physical store (68%) or use the Internet to locate items online before going to a store to purchase (58%). Only 13% of respondents said the Internet has not improved their in-store shopping experience. “Instead of replacing bricks and mortar stores, the Internet is an extension of consumers‘ in-store shopping experience providing a resource to research product and price,” said Jeff Smith, global managing director of Accenture‘s Retail practice, in a statement. “Retailers and manufacturers must understand this consumer behavior trend in order to reach shoppers, educate them, serve them and earn their loyalty.”