Holiday Shoppers Planning "Webroom to Bricks" Strategy

According to a new Accenture survey, 65 percent of online shoppers plan to browse for their purchases online and then make their purchases in stores this holiday season.

Shoppers say they want to "webroom" – or browse online first – and then pick up their products at stores to avoid shipping costs (47 percent). 46 percent said that webrooming provides the ability to feel and see products in person before they purchase.

Still, online shopping has not lost its luster, according to the online survey of 500 U.S. consumers. Fifty percent of those surveyed said they will shop at web-only retailers this shopping season and 42 percent will spend at least half of their holiday shopping dollars online.

In addition, 63 percent of shoppers say they will "showroom", or visit a physical store to see products and then search online for a better price, and make the purchase online. Only 56 percent of those surveyed last year said they planned to showroom.

 "The list of consumer expectations of how they should be able to shop—from finding the same prices and promotions in a store as they do online to buying online and returning to a store—is getting longer every day," Chris Donnelly, global managing director of Accenture's Retail practice, told Internet Retailer.

Nearly half (47 percent) of shoppers said they will make holiday purchases via their PCs, while 19 percent will buy or research holiday purchases on their tablets. Another 18 percent said they will purchase products on their smartphones, compared to 15 percent last year.

For more, see:
This Internet Retailer article

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