CEA: One Third of CE Customers Using Multiple Channels
Over a third of consumers use at least two retail channels when planning a CE purchase. That's according to a new study released this week by the Consumer Electronics Association.
The study, titled Multi-Channel Alignment for CE Retailers with Physical Stores, 69 percent of respondents still prefer to shop for CE at a brick-and-mortar store. In addition, customers for CE products are much more likely to visit a website to research products than purchase them from that website.
“It is imperative that physical CE retailers have a well-defined multi-channel strategy,” Rhonda Daniel, senior manager, market research, CEA, said as part of the announcement. “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.”