On the Path to Purchase, ‘Showrooming’ is a New Way to Shop

It’s common to view the online and offline worlds separately—or even in competition with one another. It’s not unusual to view the two channels this way as consumer trips within grocery channels have contracted while online shopping has increased quite substantially (up 8{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} vs. year-ago).
But in order to survive in today’s market, it’s imperative for manufacturers and retailers to remember that online and in-store shopping behavior go hand in hand. And more importantly, know that grocery stores—and retail stores in general—are still integral to today’s path to purchase. There’s simply been a change in how they’re integrated with consumer behavior and decision making. Nielsen – Read more…