Digital touchpoints have increasingly become a part of the omnichannel experience

Elana Morris

An overview of Salsify's 2023 Consumer Research Report.

Online shopping interactions are an essential part of in-store shopping for many consumers, according to software firm Salsify’s 2023 Consumer Research Report. The report compiled responses from 6,326 consumers in Australia, Germany, the UK, France, and the US in November of 2022; out of this number, 38% of respondents said that they looked up a product online while shopping at a brick-and-mortar store. More than a third (35%) of shoppers said that they had used an option to order online and pick up in-store.

A smaller portion of consumers tried other in-store omnichannel features, such as price-checking...

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