There is some interesting commentary floating around triggered by the research from Accenture and Kelsey’s analysis. It’s serendipitous as I just spent a couple of hours with a friend who was founder of Abacus and now - it’s smarter reinvention, NextAction - talking about how the catalog sector is dealing with the same reality.
While two-thirds (67 percent) of survey respondents said they prefer to make purchases in physical stores respondents also said they research product features online (69 percent), compare prices online before shopping in a physical store (68 percent) or use the Internet to locate items online before going to a store to purchase (58 percent).
So, there is a clear pattern in product shopping - users are finding value and empowerment in researching the best products and prices online, across many consumable product categories. The other reality is that lack of a quality connection between that research and the “best and most convenient place” to buy locally. I do like the innovation happening among the “gap-fillers” - a deserving nod to folks like StepUp and NearbyNow, but I think it’s really only addressing a portion of the “bigger picture” in Local Shopping. Let me explain. (more…)
