During the holiday shopping season, many consumers try out new retailers, both online and off, according to a survey by consulting firm Deloitte. Retailers that pass these auditions can win new customers.
45% of respondents to the survey said they had shopped this holiday season at an Internet retail site they had not previously visited, and 38% went into an offline store for the first time. Most of the visits to new online retailers resulted from an online search, while one in seven consumers surveyed said an online search led them to try out a new bricks-and-mortar store.
Of those who shopped for the first time at retail web sites, 70% made at least one purchase at those sites, and 89% said they expect to add one or more of those newly visited e-retailers to their lists of favorite merchant sites.
“The holiday season is a great time to attract and win over new customers, but this audition comes at a very hectic time,” says Stacy Janiak, Deloitte’s U.S. Retail Leader. “Retailers must be prepared in order to succeed.”
Other findings from the survey include:
- 31% of respondents have bought a gift in a store after researching it online.
- 14% placed an order online and picked up the item in a store.
- 13% have made online purchases while at work.
The online survey of 1,226 consumers was conducted Dec. 7-12.
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