According to a study published by PwC, some products are preferably bought online while others are better purchased in-store. The latter is especially true for groceries, which 70 percent of consumers surveyed get from brick-and-mortar stores and only 23 percent online. While it is convenient for consumers to buy household appliances (56 percent) or furniture and homeware (59 percent) in-store, books, music, movies and video games are rather purchased online (60 percent). As the survey reveals, a mere 28 percent would go to a store instead to buy products from this category.
Yet, traditional retail stores are not about to die. PwC found that 59 percent of consumers want in-store features, such as an inviting ambience or the ability to check and/or order an extended range of products.
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