New York -- Social media isn’t likely to become an important retail channel anytime soon, according to a new report by PwC. The study, “Demystifying the Online Shopper: 10 Myths of Multichannel Retailing,” found that in-store shopping is still center to the shopping experience.
“Our report finds that the physical store remains the centerpiece of the purchase journey, while devices are used significantly for product research and deals,” said Susan McPartlin, PwC’s U.S. retail & consumer sector leader.