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Shoppers favor digital over associates in product data search

A good number of consumers rely on a mobile device, rather than insight from a store associate, when it comes to researching a product and 77 percent are using a mobile device while in the store.

In comparison, just 35 percent of consumers opt to talk with a salesperson, according to newly released Salisfy study, and 87 percent of consumers polled view accurate and rich product content as "very important," when making a purchase.

"Consumers are increasingly turning to their mobile devices to answer product-related questions, like price and availability, while they shop," Jason Purcell, CEO and co-founder of Salsify, said in a press release. "This year's research again demonstrates just how critical it is for every brand and retailer to have a systematized approach to maintain robust and relevant digital content to retain shopper attention and win sales."

The findings should compel e-commerce leaders to make mobile a top priority and illusrates that the mobile experience provides a "significant" opportunity for brands to capture market share with product content, stated the release.

Topics: Consumer Behavior, Customer Experience, Customer Service, Digital Merchandising, Marketing, Merchandising / Digital Merchandising, Mobile Retail, Omnichannel / Multichannel, Online Retailing / eCommerce

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