The million-dollar question for both retailers and consumer packaged goods companies over the next three-to-five years is how online shopping behavior will continue to evolve. Information can be gleaned from customer data, but that doesn't really shed light on how other shoppers are behaving. Then there's all kind of third-party sources -- but with so much hype concerning multichannel shopping, it's difficult to know what research to trust.
To combat the "noise" constantly bombarding the C-Suite from every direction, PwC is publishing a report entitled, "Demystifying the online shopper: 10 myths of multichannel retailing." This piece of research is based on our annual survey of global online consumers, which this year measures the habits and preferences of online shoppers from 11 different countries, including Brazil, Canada, China, France, Germany, the Netherlands, Russia, Switzerland, Turkey, the United Kingdom and the United States.
Our myths touch on issues ranging from the real role of social media in the online shopping experience, to which devices consumers are actually using to purchase, to the underlying reasons shoppers flock to -- and stay loyal to -- their favorite online and physical stores. As you plan your multichannel strategy, we hope the enclosed document is useful to you.
Some of the highlights from this year's report:
We would greatly appreciate getting your thoughts on our report, and hearing about what views and concerns are on the top of your multi-channel agenda.
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