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

1. An analysis of US shoppers’ omni channel path to purchase
What influences US shoppers to choose
between buying online and in-store?

2. • Customers no longer think in terms of online OR offline, but online AND offline. As a result, we
need reevaluate the point of sale from the the perspective of the entire customer journey.
!
• 60% of US customers in 2014 are single channel shoppers. 39% of US customers start their search
and end with purchase online with no trip to the retail store. 21% of US customers start their
search and end with purchase in store without accessing online services in between.
!
• An omnichannel shopper is someone whose purchase journey includes both online and offline
touch points. 40% of US customers in 2014 are omnichannel shoppers.
!
• 20% of US customers start their research online then buy in a store. They may or may not engage
in additional research in store before purchase. This behavior is generally referred to as
webrooming.
!
• When customers start their research in store then buy online with or without additional online
research, it's called showrooming. 14% of US customers have engaged in showrooming.
!
• The top categories where US customers combine online and offline research are consumer
electronics (70%), toys (66%), apparel (58%) and home appliances (57%).
!
• The categories with lowest incidence of omni-channel shopping are cleaning products (14%),
OTC medications (15%) and food beverages (15%).
Key Findings

3. • 75.1% of US online shoppers prefer to research online and shop online without any offline
research because online allows the convenience of 24/7 shopping.
!
• 72.4% of US online shoppers prefer shopping online over visiting the store because they have an
option to deliver the product to a preferred location.
!
• 63.9% of US online shoppers did not visit a retail store during the shopping journey because the
product they wanted to buy could only be purchased online.
!
• 52.8% of US online shoppers say that they have a greater variety of options when shopping
online compared to the retail store.
!
• 69.5% of US shoppers who bought a product from the store without online research say that they
wanted to try the product before purchase.
!
• 49.5% of US shoppers who followed an offline only path to purchase say that simpler return
policies for offline purchase make them buy in a store instead of online.
!
• 44% of US shoppers prefer to purchase offline because they want to make sure the product
quality meets their requirements and expectations.
!
• 74% of US shoppers who had engaged in webrooming said that protecting personal information
was one of the reasons they picked buying from a store instead of online.
Key Findings

4. !
• 54% of US shoppers who had engaged in webrooming said they were worried about possibility
of online fraud upon review of the retailer or brand's previous history in fraud prevention.
!
• 73% of 18-29 year old US customers engage in showrooming compared to 48% of all US adults
18 and above.
!
• Among shoppers who researched in store and online before they decided to buy online, the top
two reasons given were not being ready to make the purchase during the store visit (64%) and
waiting to do additional research after the store visit (62%).
!
• 61% of US shoppers did not want to carry the item home making them either return from a store
visit and order online.
Key Findings

5. Click to read the full briefing
What influences US shoppers to choose
between buying online and in-store?

6. Preferred Method of Purchasing Products
% US Consumers who made at least 2 purchases in last 3 months
Source: UPS and comScore, 2014
4%
4%
7%
41%
44%Online via my desktop or laptop computer
In a physical store
Online via tablet (internet browser or
application)
Online via smartphone (internet browser or
application)
Through a catalog (by calling or ordering
through the mail)

7. Source: UPS and comScore, 2014
Single Channel Path to Purchase among US Shoppers
% US Consumers who made at least 2 purchases in last 3 months
40% 60%
Single Channel Omni Channel
21%
39%
Search online
then buy online
Search in store
then buy in store

8. Source: UPS and comScore, 2014
40%60%
Single Channel Omni Channel
6%
7%
7%
7%
13%
Search online then
buy in store
Research online
and in store then
buy in store
Search in store then
buy online
Research online
and in store then
buy online
Buy online then pick
up in store
Omni Channel Path to Purchase among US Shoppers
% US Consumers who made at least 2 purchases in last 3 months
Webrooming
Showrooming

9. Omni Channel Shopping by Category
% US shoppers combining online and in store research before making a purchase
Source: GfK, 2014
14%
15%
15%
57%
58%
66%
70%Consumer Electronics
Toys
Apparel
Home Appliances
Food & Beverage
OTC medications
Cleaning Products

10. Key Influencers of Single Channel Online Path to Purchase
% US online shoppers who did not visit store before purchase
Source: DHL Global Mail, 2014
45.3%
52.8%
57.3%
63.9%
67.2%
72.4%
75.1%Shopping 24/7
Option to deliver to a
preferred location
Location independent
ordering
Product can only be
obtained online
Lower online prices
Greater selection online
Easy price comparison

11. Key Influencers of Single Channel In-Store Path to Purchase
% US online shoppers who did not visit online sites before purchase
Source: DHL Global Mail, 2014
32.1%
44.0%
49.1%
49.5%
69.5%Need to try before purchase
Easy return policy
High online deliver cost in
previous purchase
Ability to check product
quality
Long delivery period for
online in previous purchase

12. Key Influencers of Webrooming Path to Purchase
% US Consumers who made at least 2 offline purchases in last 3 months
Source: UPS and comScore, 2014
25%
25%
28%
29%
31%
35%
45%
54%
74%Protecting personal information
Caution against fraud prevention
Looking for Made in USA products
Brand’s commitment to providing
sustainable products or packaging
Brand’s commitment to corporate
social responsibility
Looking for locally sourced products
Brand’s using sustainable material in
stores and building
Prevent brands from using personal
information to send offers
Brand’s commitment to providing
organic products

13. Showrooming Activity by Demographics
% US Consumers who made a purchase in the last 6 months
Source: Parago, 2014
63%
64%
48%
60%
73%18-29 years old
30-48 years old
all adults 18 and above
$100K - $199,999
House Hold Income
$100K - $199,999
House Hold Income

14. Key Influencers of Showrooming Path to Purchase
% US Consumers who made at least 2 online purchases in last 3 months
Source: UPS and comScore, 2014
51%
54%
55%
55%
60%
61%
62%
64%
Not ready to purchase the day I
visited the store
Wanted to do additional research
before purchasing
Didn’t wan t to carry it home
Was buying a gift and wanted to ship
it online
Store didn’t have the size/color/
model that I wanted
Wanted to touch/feel the product
before purchasing online
Selection was better online
Price was better online

15. Click to read the full briefing
What influences US shoppers to choose
between buying online and in-store?

16. contact@data-charts.com
Contact if you have any questions
Freddie Benjamin