For today’s shopper, there are three shopping formats from which to choose: bricks, clicks, and a combination of bricks and clicks.
It should come as no surprise that the majority use both online and offline channels. 27% shop either only or mostly online, while 16% shop either only or mostly online.
“According to a recent report from Periscope by McKinsey, very few Americans shop exclusively in-store or online. As the following chart illustrates, most consumers are multichannel shoppers — shopping at brick-and-mortar stores as well as online. Interestingly, those who have a clear tendency to shop at physical stores outnumber those who make most or all of their purchases online.”