Report: More than 70% of shoppers willing to try cross-channel shopping methods
Despite this surge in multichannel behavior, the physical store still remains king, with 50% of consumers in all countries surveyed saying that the bulk of their shopping activity in the past year was in store.
Periscope By McKinsey, New York, announced the findings of a survey conducted of 2,624 consumers in France, Germany, UK and the United States. The research, entitled 'The Future of Shopping: connected, virtual and augmented', highlights the speed with which cross-channel retail is evolving, and how consumers are eager to try new digital channels that eliminate friction or frustration from their in-store shopping journeys.
Consumers take a resolutely multichannel approach
Nearly 60% or more of consumers in Germany, the UK and United States say they engage equally with online and offline shopping channels, suggesting that multichannel is certainly becoming the new norm. Only France, at 35%, was lagging behind the trend, with 44% saying they primarily or only shop in stores.