![Webrooming vs Showrooming, November 2013 [CHART]](http://www.emarketer.com/images/chart_gifs/171001-172000/171240.gif "Chart - Webrooming vs Showrooming")
Digital shopping doesn’t always lead to an immediate conversion. Retail executives, however, say it does translate to influence throughout the path to purchase.
The influence works both ways. According to a November 2013 survey of US digital shoppers by consulting firm Accenture, 78% of respondents reported “webrooming,” or researching online before heading to a store to make a purchase. At the same time, some store trips eventually led to a digital purchase. The same Accenture study found that 72% of respondents “showroomed,” or bought digitally after seeing a product in a store. Consumers, then, have merged online and offline into a single shopping experience. Read the rest at eMarketer.
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