When they head to your retail store, what are shoppers really hoping to find? A new Cisco survey has some answers. First, showrooming is a very real concern: Forty percent of respondents research in-store, then purchase online. However, more shoppers actually shop the other way around: Sixty-five percent research online and buy in-store, up from 57 percent last year, while the percentage of showroomers has stayed the same.
When online research drives shoppers to visit your store in person, their wish lists include:
- The ability to order online and pick up in-store. This is easy to offer, but make sure the pickup process is streamlined so shoppers aren’t kept waiting.
- Self-service access to digital content. A whopping 85 percent of shoppers want this; just 4 percent want to rely solely on assistance from store employees. Consider setting up tablets or other touchscreens tethered to stands so customers can find what they need on their own.
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