Study: More U.S. Shoppers Plan to Buy from Stores but Want the In-Store Shopping Experience to Match Convenience of Online
Even as online shopping continues to grow, more U.S. shoppers are planning to make purchases from physical stores, according to the results of the latest study of "seamless retailing" by Accenture (NYSE:ACN). In a survey of 750 adult consumers, 21 percent of U.S. shoppers said they plan to increase their in-store purchasing, up from just nine percent of shoppers in the previous year. Asked to name what retailers need to improve the most in the overall shopping experience, 40 percent of respondents ranked improving the in-store shopping experience first, compared to just 16 percent who said the same of online shopping.