A Day in the Life of a Fashion Shopper
Online research via computer or mobile device is increasingly common in a consumer’s purchasing journey, and is highly influential when shopping for goods in a range of categories. In fact, it is estimated that online research influences more than half of consumers’ in-store purchases. Today, product research and the act of final purchase commonly take place through different channels. For example, consumers may use multiple devices, websites and apps to do their research, but then make their final purchase in store – or vice versa.