85% of Chinese shoppers research products and services online, according to PwC.
Online to offline Image: PwC |
Consumers are moving away from casual browsing in physical stores and are increasingly relying on Internet research to inform their purchases, according to global accounting firm PwC.
In a new report called “Delivering on O2O”, PwC shows an overwhelming number of consumers relied on search engines, brand websites and social media sites when informing a purchasing decision.
However, to blur the lines a further 86% of shoppers admitted to browsing physical stores before returning home to order the same items more cheaply online. As with other regions around the world, this merging of online to offline shopping behaviours is creating a challenging environment for many traditional Chinese retailers.
Some have experimented with in-store technologies, while others have enhanced the shopping experience to include a greater service element. Many are linking their online presence to their physical stores in order to keep footfall and consumer engagement high.