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Study: Price and product selection key to in-store purchases


New York -- Despite the availability of retail technology, price and product selection are still the largest factors influencing shopper decisions, according to an annual study by global IT services and consulting firm Cognizant. Fifty-five percent of shoppers will leave a store to look online or shop another store if they think a price seems too high, and 21% will ask for a price match.

The fourth Annual Shopper Experience study also revealed that out-of-stocks, followed by prices not clearly marked, are the biggest frustrations when it comes to in-store shopping.

In other findings:

  • Shoppers think Facebook is the most important social technology for stores to use, followed by Pinterest and Blogs, according to the study.

  • Men are more likely than women to buy online and pickup in-store: 61% of male shoppers purchased online and picked up in store versus 41% of women. And 56% of men purchased specialty products online, versus only 29% of women.

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