Consumers who use more than one channel when shopping for goods overwhelmingly prefer to move from online to brick-and-mortar locations, according to a new study from IBM.
According to the study, 75% prefer to move from clicks to bricks when shopping, while 7% reverse the direction, looking at items in person before buying them online. Three percent look online before engaging a contact center. These figures held regardless of whether shoppers were based in the United States or the United Kingdom.
But while the online-to-contact center crowd may be small, it
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