Project Management

Understanding Consumer Patterns And Preferences In Multi-channel Retailing

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Executive Summary

Browsing, comparing and purchasing retail merchandise is a multi-channel proposition for retailers and consumers. IBM's survey of nearly 4,300 consumers in the U.S. and the UK answers many questions retailers need to consider when evaluating multi-channel initiatives: "What channel combinations do shoppers prefer? Why do shoppers switch channels and retailers across channels? What functions and features do consumers expect when shopping across channels? What can retailers learn from seasoned multi-channel shoppers? How do consumers' multi-channel priorities and patterns change by product category, customer demographics and shopping frequency?" This paper presents some of the key findings of the survey.

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