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Donna L. Montaldo

Shoppers Leave Brick & Mortar Stores for Minimal Online Savings

By August 21, 2012

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According to a recent survey given by GroupM Next, 45% of customers shopping in-store at brick and mortar locations will walk out and complete their purchase online for a discount as low as 2.5%.

This number jumps to 60% of shoppers who will leave and purchase a product online for a savings of 5%.

When discovering an online discount of 20%, a small percentage of shoppers, 13%, stay and complete their purchase in-store.

This is the new habit among shoppers who conduct price comparisons on mobile devices while shopping at their local stores and then leave to complete the purchase online in order to get the lower price.

"Consumers have shifted their path to purchase to include the store as a step, but not necessarily the final step; and this will likely continue to increase over time." said GroupM Next CEO Chris Copeland.

For this study, 1,000 shoppers in the U.S. were surveyed and presented with multiple hypothetical scenarios for 10 products at varying price points spanning multiple retail categories. Results from the survey include:

  • 44% of shoppers use a mobile device to influence their purchase decision when shopping in-store.

  • If the price difference in-store vs. online is more than $5, most customers will leave.

  • The average profile includes younger women who make online purchases frequently. Alternately, the profile of the shopper who can be most swayed to stay and complete a purchase in-store are older males, 55% of whom buy online once per month.

  • Customers who interact with an associate are 12.5% more likely to purchase in-store.

"Finding only a small price difference elsewhere using a mobile device is enough to entice a shopper to leave the store and buy online." noted GroupM Next Director of Research Patrick Monteleone, Ph.D. "However, nearly 10% of purchasers we surveyed chose to complete their purchase in-store, no matter the price discount offered."

What about you? How much of a savings would it take for you to leave a store and make your purchase online? Take the poll.
August 24, 2012 at 2:01 pm
(1) Savings Angel says:

I think these days people will do anything for a discount just out of principal. We have been redesigned over the last few years to look for savings.

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