Studies and recent earnings reports by the home-improvement chains point to consumer preference for good old-fashioned showroom shopping over online-only forays. But to provide the best customer experience retailers need to offer both.
“Anyone familiar with the world of software and digital products knows that customer experience (or user experience, as it’s sometimes called) is paramount. So much so that it’s been called the new competitive advantage and the new marketing. That can be seen in the news about the preference for physical stores over online.”