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CEA: Consumers Do Their Research Before CE Buy

22 Oct, 2013 By: Chris Tribbey

Thirty-eight percent of consumers used two or more retailer channels (online, mobile or in-store) before making a consumer electronics purchase with retailers that have a brick-and-mortar store, according to a new survey by the Consumer Electronics Association (CEA).

A retailer website is the most preferred place for comparison shopping among consumers, with 58% saying they go there first, compared with 38% who said they go to the physical store first, and 4% who went with mobile research.

Brick-and-mortar stores are still the preferred place to purchase, with 69% saying that’s where they ended up buying, compared with 28% for websites and 4% for mobile. Physical storefronts are still preferred for checking out a product (86%).

“It is imperative that physical CE retailers have a well-defined multi-channel strategy,” said Rhonda Daniel, senior manager of market research for CEA. “Threats, including showrooming, remain for brick-and-mortar stores. Creating seamless and fluid relationships across channels will allow physical retailers to play an integral and uninterrupted role along the entire path to purchase.”

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