Shopping Channels Continue To Blur

The line between online and offline shopping continues to blur and become more fractured, says research from Bazaarvoice, Inc., a provider of product reviews and user-generated content. Consumers are looking for a seamless shopping experience across all channels – whether that be online, in-store, through a mobile app, or on social media. Shoppers want a mix of channels, with eight per cent feeling happiest when shopping online, 25 per cent happiest when shopping in-store, and 66 per cent happiest with a hybrid of both. However, age matters. Those aged 25-34 most enjoy a hybrid of shopping methods (75 per cent), those aged 65+ most prefer shopping in-store (37 per cent), and those aged 18 to 24 most prefer shopping online (12 per cent). And, as always, price point is key. After seeing a product online, 80 per cent of shoppers are more likely to go in-store when it has a high price, 54 per cent see the quality and 46 per cent to get instant ownership.