This week, we focus on the shopping patterns between online retail and its bricks-and-mortar counterpart.
The study showed that online shopping is favoured by youthful shoppers, who evenly split their spending between online and in store. We found that 33% of all consumers spend more online than offline and that 31% of the silver surfer group aged 65 or older have embraced the world of online shopping and are now spending more money online than in store.

There is no denying that things are gravitating toward online shopping, but the physical store still has a critical part to play – see the compelling metrics of our infographic, which state that over 60% of all purchases for House & Home, Groceries and Personal Care products still take place in a physical retail store.



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With the connected consumer very much in the driving seat, it is critical to understand how customers interact with brands online and in-store in this increasingly integrated marketplace. 

Building on our extensive experience in understanding consumer behaviour, we have carried out an in-depth study that reveals not only how customers shop, but why they shop in that way.

ONLINE VS OFFLINE SHOPPING PATTERNS

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Working in partnership with online market research experts, ResearchBods, we have carried out an online study tapping into their panel of 300,000 UK consumers. We asked a nationally representative sample of 2,000 people about their shopping habits, motivations and preferences.

With over 400million data points, we have gathered a wealth of insight. To help you digest it, we have distilled the data into four key topic areas:

  • The shopper journey from research to returns
  • Online and offline spending patterns
  • The motivations and values that determine why people shop different channels
  • The most popular purchase methods

CACI'S NATIONAL CONSUMER STUDY

INNOVATIVE USE OF DATA

New possibilities are opening for forward-thinking retailers, who are using data in innovative ways to improve the in-store shopping experience and to drive customer loyalty, traffic and conversion rates, transforming the shopping experience.

A distinctive example is how a UK department store tapped into its internal data insights and developed augmented reality windows for its Black Friday deals to encourage customers to use their mobiles in store and boost multi-platform engagement. The US retailer Target uses beacon technology to offer customers deals and recommendations based on their in-store location, successfully combining the practicality of online shopping with the tangibility of the physical store. These examples show how combining classic retail principles with digital acumen can help retailers serve their customers better.

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