Sunday, October 19, 2008

Do you multi-channel?

Shoppers hunting for consumer electronics are the most likely to visit both brick-and-mortar stores and the Internet while deciding which product to buy, according to a new study.

The IBM Global Business Services study of consumers in both the United States and United Kingdom found that multi-channel shoppers, or people who regularly participate in more than one method of shopping, are usually looking for apparel, accessories, footwear, home improvement items and appliances, in addition to electronics.

The study found that more than 75 percent of multi-channel shoppers tend to research products online and then visit a store to make a purchase. Around 7 percent went from visiting a store to purchasing online, and 3 percent moved from online browsing to ordering through a call center.

The poll of 4,300 people has a error margin of plus or minus 1.54 percent.

Sarah Coffey for Reuters

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