What motivates single and omni channel shoppers?

In this briefing we look at how online and offline paths to purchase complement each other and the key factors that influence a customer's decision to buy online or offline.

The briefing answers the following key questions:

1. How do online and offline touch points complement the customer's path to purchase?

2. What is the difference between a Single Channel Shopper and an Omni Channel Shopper?

3. What segment of US shoppers are Single Channel Shoppers vs Omni Channel Shoppers?

4. What are the key influencers behind Single Channel Shopping?

5. What is webrooming and what drives US shoppers to webrooming?

6. Which demographic segment is most likely to engage in showrooming?

7. What drives US shoppers to engage in showrooming?

Charts Included:

1. Preferred Method of Purchasing Products among US Shoppers

2. Breakdown of Single Channel Path to Purchase among US Shoppers

3. Breakdown of Omni Channel Path to Purchase among US Shoppers

4. Omni Channel Shopping by Category

5. Key Influencers of Single Channel Online Path to Purchase

6. Key Influencers of Single Channel In-Store Path to Purchase

7. Key Influencers of Webrooming Path to Purchase

8. Showrooming Activity by Demographics

9.Key Influencers of Showrooming Path to Purchase