FTI Journal
FTI Journal | Critical Thinking at the Critical Time

To Buy Online or In-Store? That is the Question

Today’s shoppers hold the upper hand. They demand the unique benefits of shopping online as well as in-store when deciding when and how to buy. Wise retailers who incorporate the benefits of both into an omnichannel strategy stand the best chance of landing the sale.

Retailers know full well there’s no magic formula for converting today’s empowered shopper into a purchaser. Whether it’s in-store or online, shoppers hold the upper hand. They expect the distinct benefits of both in-store and online options when making the decision where and when to buy. Retailers who incorporate the benefits of both options into an omnichannel strategy stand the best chance of potentially closing the sale.

Just what are those benefits? They’re revealed in the infographic below, which is based on data drawn from FTI Consulting’s 2016 Retail Outlook Report. The report, a survey among a sample of 1,500 adults in the U.S., looks at a number of shopping habits and preferences across key demographic groups and income ranges.

Retail Outlook Infographic


Published June 2016

© Copyright 2016. The views expressed herein are those of the author(s) and not necessarily the views of FTI Consulting, Inc., its management, its subsidiaries, its affiliates, or its other professionals.

About The Author

Christa Hart
Senior Managing Director
Retail and Consumer Products Practice
FTI Consulting

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The views expressed in this article(s) are those of the author and not necessarily those of FTI Consulting, Inc., or its professionals.
©Copyright, FTI Consulting, Inc., 2012. All rights reserved.