Click and Mortar
Shopping Channels
Like many things in life, the choice between different shopping channels isn’t black or white for most people. According to a recent report from Periscope by McKinsey, very few Americans shop exclusively in-store or online.
As the following chart illustrates, most consumers are multichannel shoppers, shopping at brick-and-mortar stores as well as online. Interestingly those who have a clear tendency to shop at physical stores outnumber those who make most or all of their purchases online.
As the following chart illustrates, most consumers are multichannel shoppers, shopping at brick-and-mortar stores as well as online. Interestingly those who have a clear tendency to shop at physical stores outnumber those who make most or all of their purchases online.