Online or Offline Shopping? – a study
42.000 consumers. 64 German shopping malls. And the one question: What is the customers’ purchasing behaviour? Online and offline. This study shows the latest findings concerning the development of the online and offline trade. The classification of consumers into seven different customer segments and the verification of common dogmas are the main aspects of the study which was composed by Roland Berger. Will classical retail soon be entirely replaced by online trade? Are retail shops doomed to become mere showrooms? Is the youth lost for the stationary retail? A snapshot shows that the offline trade is in the lead. It stays the most important shopping source for two thirds of the consumers. Read more in the think:act study “What the consumer really wants“ (English).