Infographic: Shoppers Are Researching Online Before Buying In-store, and Vice Versa

Reaching the ‘omnishopper’ takes a cross-channel marketing strategy

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A new study is shedding light on the shopping habits of consumers who research products online but then go to the store to buy them.

More than half of such “omnishoppers,” as Criteo calls them in “The Shopper Story,” a survey of 2,500 U.S. consumer electronics buyers, do not buy from the first website they visit, and 52 percent of them are about as likely to make impulse purchases online as they are offline.

“[Consumers] still want to test the products they are shopping for, whether a TV or a smart fridge, in store,” said Jonathan Opdyke, chief strategy officer at Criteo, adding that “all marketers should know that an omnichannel strategy is more important than ever.”

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This story first appeared in the Nov. 13, 2017, issue of Adweek magazine. Click here to subscribe.