Almost Half of Shoppers Think Retailers’ Prices Are Higher In-Store Than Online

9/6/13

Almost half of U.S. shoppers (46%) believe in-store prices are higher than prices at the same retailer online, according to a survey of online consumers by Accenture Interactive. Three in 10 (31%) think online prices are higher, while 23% believe prices are about the same in-store and online.

Eight in 10 consumers (80%) consider it important for prices to be the same in-store and online (rating of 4 to 5 on a five-point scale, where 5 = very important). Nine in 10 (92%) consider it important for product descriptions in-store to match those online, and 87% consider it important for product availability to be the same in-store and online.

In reality, fewer than half (46%) say product availability is the same in-store and online most or all of the time (4 to 5 on a five-point scale). One in six (16%) say product availability is rarely the same in-store and online. Just over half (53%) say online and in-store prices are the same most or all of the time, while 84% say product descriptions are mostly or always the same.

When in-store prices differ from online prices, 46% of shoppers purchase via mobile devices, while 42% purchase in-store and 12% choose not to purchase at all. When product availability differs, 62% purchase via mobile devices, while 28% purchase in-store and 9% don’t purchase at all.

Three-quarters of shoppers (75%) use a smartphone or tablet to compare prices when shopping in-store. Among these showroomers, 46% typically make their final purchases online, while 20% make them in the store, and 34% make them in a different retail store from the one in which they were comparing prices. Almost three-quarters of showroomers (74%) say they compare prices via mobile in-store every time they shop, while the remaining 26% only do so when shopping for items priced over $250.

Although 82% of U.S. consumers say they’re concerned about websites tracking their online behavior, 61% prioritize receiving relevant offers over ensuring that their online habits aren’t being tracked. Almost two-thirds (65%) would be receptive to receiving a text message alert while shopping in-store with an offer that matches their current shopping needs and/or history.

SOURCE: “Today’s Shopper Preferences: Channels, Social Media, Privacy, and the Personalized Experience,” Accenture Interactive, Roxanne Taylor, Chief Marketing & Communications Officer, 1345 Ave. of the Americas, New York, NY 10105; 917-452-4400; also Cam Granstra, Accenture Interactive Analyst Relations; 312-693-5992; cameria.l.granstra.@accenture.com; www.accenture.com/interactive.

© 2013 Business Valuation Resources, LLC (BVR). May not be reproduced without written consent of publisher.

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