Research: Physical stores still beat online for product information, experience

Internet Retailer: The E-tailing Group's 4th Annual Cross-channel Shopping study compared the experience of finding product information at multi-channel retailers' bricks-and-mortar locations vs. their online shops. Physical stores scored a 3.98 out of 5 across the 50 items evaluated, while online stores averaged 3.05.

"Our mystery shoppers have concluded that the in-store experience is still far more robust than what one finds comparably online when stellar store associates are part of the equation," says Lauren Freedman, president of the research group and author of the study.

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