Gartner Research

Price and Availability Drive Retail Consumers' Choice of Purchase Channel

Published: 24 May 2013

ID: G00249459

Analyst(s): Robert Hetu


Cross-channel product pricing and availability are the most significant forces driving the mix of sales contribution by channel. Act now to avoid unwanted transference of sales between channels or to competitors.

Table Of Contents

Survey Objective

Data Insights

  • Introduction
    • High Price Sensitivity Drives E-Commerce Sales as the Dynamic Between Better Price and Product Availability Determine Consumers' Choice of Purchase Channel
    • Clothing and Footwear Is the Second Most Cross-Channel-Shopped Category
    • Consumers Over 44 Years of Age Are Twice as Likely as Those Under 35 to Ask a Store Associate or Use In-Store Advertising to Compare Prices
  • Methodology
  • Definitions

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