Savvy retailers are already investing in digital marketing to drive e-sales this holiday season, but a new study from Accenture indicates that the path to digital may come from in-store consumer behavior as well. According to Accenture’s annual holiday study released on Wednesday, 56% of shoppers this year will participate in a phenomenon called “showrooming.” Showrooming means that after seeing a product in a physical store, consumers will then search online for the best price and purchase directly from the e-tailer. 27% of respondents in the study even said that they are likely to make the purchase directly on their mobile or tablet device while still out shopping.
However, that doesn’t mean that fearful retailers should just shut down their connectivity in stores. In fact, that’s the exact opposite of what they should do, says Alison Paul, Vice Chairman at Deloitte, which also just released their annual holiday study.
Read the rest at L2: A Think Tank for Digital Innovation » Mobile Will Affect Both Online and Instore Sales New Studies Reveal.
