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GroupM Next teamed up with our colleagues at Catalyst Canada, the leading search marketing innovator, to expand our research efforts and gain a deeper understanding of consumer behavior in the Canadian marketplace.
This study examined consumer behavior in Canada as it relates to showrooming and revealed that a significant number of shoppers – 37% -- will leave a brick-and-mortar store and make a purchase online when the online price is just 5% lower than the in-store price. When the discount increases to 20%, lower than what’s offered at retail, the number of shoppers who leave and complete the purchase online nearly doubles to 73%.
Our whitepaper about this research details behaviors and factors that influence shoppers who price compare online while shopping in-store, and explores:
-- The combination of variables that factor into a consumer’s decision to purchase online rather than in-store
-- Demographic and behavioral traits that help identify shoppers who are likely to engage in showrooming – and how brands can capture this influential customer
-- Differences in behavior between consumers in the United States and Canada