2017年零售业报告.pdf

2017 RETAIL INDUSTRY REPORT SHOPPING ONLINE VS IN-STORE COMPARISON FOR ELECTRONICS, FASHION HOME IMPROVEMENT WHICH SHOPPING EXPERIENCE DO YOU ENJOY MORE? In all three industries, respondents still prefer the in-store shopping experience over online. While roughly ¾ prefer in-store shopping for Fashion and Home Improvement, the narrowest gap appeared in electronics where 66% prefer in-store. With the rising popularity of online shopping, what keeps drawing these shoppers to in-store experiences? COLOR LEGEND 66% 74% 76% FOR CHARTS GRAPHS ON THIS PAGE ONLINE IN-STORE ELECTRONICS FASHION HOME IMPROVEMENT n=884 n=1,582 n=1,735 It’s All About the Customer Service! While online shopping beats in-store in expected CLEAR MAJORITIES STILL WOULD RATHER THE IN-PERSON BRICK categories such as availability of products and variety of AND MORTAR EXPERIENCE OVER ONLINE selection, in-store dominates in terms of customer service. Through all three industries, overwhelming majorities of respondents felt returns and exchanges Online has a reputation for being less expensive due to were far easier in-store. lower operating costs and brick-and-mortar stores often struggle to compete with online pricing. Yet physical Pricing, the Final Battleground stores offer clearance sales, seasonal promotions, price matching, and othe