In spite of all the talk of showrooming and consumers opting to shop online instead of in-store -- and the fact that 20% of back-to-school shoppers this year (nearly double the number from 2007) are shopping online -- a new study from StellaService found that going to physical stores helps save money and time.
"The study compared the online versus in-store shopping experience at Target, Walmart, Costco, Staples, Office Max, and Office Depot," wrote MediaPost's Karl Greenberg yesterday (Aug. 22). "For price, in-store shopping won by a lot with in-store customers paying an average of $21 less than online shoppers for the same items, with dot-com shoppers paying an average $10.81 in online shipping costs.
Other highlights from the StellaService back-to-school shopping study include:
- Online shoppers took an average of 10 minutes to fill their shopping carts and check out, versus 30 minutes for in-store shoppers (plus travel to and from the store).
- Online shoppers waited an average of 4 days for purchases to arrive; in-store shoppers obviously walk out with their purchases immediately.
- In-store shoppers found better selection in their local Target stores than on Target.com.