Based on this Nielsen study, creating a 3-channel strategic approach is optimal based on shopper preference. Connect the physical store to e-commerce & m-commerce are critical because shoppers prefer each channel for different reasons: reliable, favorite, easiest,...more

Shopper Sentiment: How Consumers Feel About Shopping In-Store,... blog.nielsen.com

June 6, 2012 Which do US consumers prefer: In-store, online, or mobile purchases? Among U.S. consumers surveyed by Nielsen earlier this year, the answer is a resounding, “that depends…” Online purchasing was rated the “Overall...