International Council of Shopping Centers (ICSC) conducted a survey to compare online and in-store prices of 547 products across several categories at 124 stores in June 2016 in the US. The study found that women's clothing purchased in stores performed particularly well in comparison with the same items sold online.
Overall, consumers would have saved up to 9 per cent by shopping in stores for women's clothing included in the study. Women can expect savings of up to 19 per cent from athletic wear, 10 per cent from pants/jeans/shorts, 8 per cent from shirts/blouses/tops and 2 per cent from dresses, says the report.
“There is no replacement for the social and emotional aspects of going shopping nor the ability that consumers have to touch, see and try out merchandise when they visit a physical store. The convergence of digital and physical creates the added benefit of being able to price compare, research and evaluate purchasing options so consumers make better informed decisions while shopping,” said Tom McGee, president and CEO, ICSC.
Within the beauty category, there was an average price savings of 6 per cent for the same items purchased in a store, while women's accessories were 5 per cent less expensive in-store than online. Women's shoes, on average, were 7 per cent less expensive in brick-and-mortar stores, states the report. (KD)
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