Retail stores still trump online stores as the go-to holiday destination, but online retailers are delivering higher customer satisfaction, according to advertising agency Allen & Gerritsen.
Despite the increased usage of e-commerce sites during the holiday season, most people are still visiting actual stores for inspiration and to purchase a gift, the survey noted.
Online sites excelled this year in delivering highly satisfying customer experiences. This was particularly true of online-only stores: 82% of shoppers found their experience at specialty sites to be somewhat or very satisfying.
Shoppers were as satisfied with the experience they had at physical retail stores as they were with online sites of retail stores, the survey continued.
In addition, consumers stayed on or under budget (47% and 16% respectively), according to the survey.
The survey polled 200 men and 200 women between Dec. 31 and Jan. 4.
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