New research from NPD conducted during the 2013 holiday season suggests shoppers believe better deals are to be had online than in stores.
That not good news for retailers under relentless pressure to generate store traffic with all manner of urgency oriented promotions such as the ubiquitous one-day sale or other types of limited duration activities.
NPD worked with a group called Civic Science to survey 1,100 shoppers and 31% believed better deals were available online while 18% felt stores offered better deals. According to NPD’s chief industry analyst Marshall Cohen, that means 57% of shoppers found deals online to be more attractive or certainly as good as what they could find in stores.
Click here for more of Marshall’s thoughts on the click versus brick situation and NPD’s recent research.