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Multichannel Consumers Favor Online-To-Store Shopping Experience

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's valuable. This group spends the most when making purchases, at least among U.S. based consumers. Within the U.K., the big spenders were those who moved from online to mobile channels.

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