Dive Brief:

• Some 88% of shoppers are taking to the web to research products they ultimately buy in a physical store, according to a report by customer engagement company Interactions. 

• Three-fourths of consumers surveyed use the web to find the lowest price, 72% compare products, and 71% research a specific product, according to “The Rise of Webrooming: A Changing Consumer Landscape.”

• The research also found that shoppers surveyed prefer to go to a store for bigger-ticket items and for returns, and only 23% were enticed to shop on the web by same-day delivery.

Dive Insight:

Here is good news for brick-and-mortar retailers that is actually found on the internet: webrooming. This study found that price matching has helped physical retailers combat showrooming — when shoppers go online for better prices.

Now web retailers will have to figure out how to compete with physical stores' advantages, including letting shoppers see and touch actual products, make easy returns, and obtain items the same day at no extra charge.