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Exolevel Study Shows U.S. Consumers Want a Seamless Shopping Experience Across Store, Online and Mobile that Many Retailers are Struggling to Deliver
Date:6/4/2013

, 73 percent of consumers expect a retailer’s online pricing to be the same as its in-store pricing, and 61 percent expect a retailer’s online promotions to be the same as its in-store promotions.

Yet, a benchmark analysis by Exolevel of the top retailers globally indicated that while 73 percent offer the same promotions online as in the store, only 16 percent offer the same prices online as they do in the store. Additionally, while 43 percent of consumers surveyed expect a retailer to offer the same product assortment online as they do in the store, only 19 percent of retailers actually offer the same product assortment, according to Exolevel’s analysis of top retailers.

“Showrooming” and “Webrooming” Are Here To Stay

The survey found that as online shopping continues to grow as a consumer preference, there is a mutually beneficial relationship between stores and online channels. For example, while in the six months prior to the survey, 73 percent of respondents indicated that they participated in the practice of “showrooming”, or browsing at least once in-store and then buying online, an even larger number – 88 percent – said they participated in “webrooming”, or browsing first on the internet then buying in-store.

Of the consumers who had showroomed in the six months prior to the survey, 41 percent said they are doing that more than they were the year before. Additionally, the survey found that 43 percent of all U.S. consumers plan to shop more online and 23 percent plan to shop more with their mobile phones in the future.

When asked what kind of information it would be useful to have from their favorite retailers before going to a physical store, 82 percent of consumers selected having access to current product availability as their top choice. However, the Exolevel research showed that this is offered by only 21 percent of retailers. The survey also found that 30 percent of shoppers want retailers to provide a crowd indic
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