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Online Research Leads to In-Store Purchases

Consumers are increasingly using multiple channels to shop. Completing a transaction is a comprehensive process now, as consumers research and compare prices before making a final purchase. Research conducted by Gfk found that participation in showrooming — when consumers see a product in store but purchase it online, has dropped 9 percent between 2013 and 2014 to 28 percent. On the other hand, 41 percent of respondents partook in webrooming – when consumers research a product online and then purchase it in store. Webrooming outdid showrooming amongst all age groups, proving that the physical store has yet to be obsolete.

Specifically looking at the home improvement industry, 57 percent of respondents conduct omnichannel shopping when purchasing home improvement products. For lawn and garden, 29 percent of respondents use multiple outlets to shop. This data validates the importance of an omnichannel presence and proves the necessity of ensuring your customers can find the products you carry online so they may later purchase them in your store.

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About Sara Logel

Sara Logel
As NRHA’s market research analyst, Sara conducts organic research and stays abreast of industry trends to help hardware retailers better run their business. Sara also contributes to editorial content in Hardware Retailing magazine. Sara received her B.S. in Marketing and Spanish from Butler University and, after graduation, began her career with NRHA. Sara enjoys traveling, being outdoors and exploring the city of Indianapolis.

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