A new study by management consultancy firm Accenture finds more US shoppers ‘webrooming’ than ‘showrooming’ in their hunt for products to buy.

But it’s not all bad news for traditional retailers, the report also highlights shoppers responding to ‘seamless’ customer experiences – using ‘click and collect’ services, buying in store and using direct home delivery services. Offering ‘real time’ product availability is cited as one example where the on and offline worlds merge.

Showing customers your stock online means a journey to your store is not wasted. The report also suggests traditional retailers need to work harder on innovation to keep shoppers in store interested, and to focus on successfully differentiating their offer from competitors ( on and off line).

We consumers are a demanding bunch, expecting offers and promotions to be channel agnostic, and the most budget conscious remain convinced the best deals are online not in store. Interesting stuff and good news for m-commerce too as users report buying from smartphones getting easier and easier.

Read the full report here.

Customers are buying online and collecting at store

Customers are buying online and collecting at store