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Reverse Showrooming and the rise of super shoppers

A new study by Deloitte commissioned by eBay has found that while 31 per cent of shoppers visit the store prior to making a purchase online, generally referred to as ‘showrooming’, more people (34 per cent) research online and then complete the purchase in store, or ‘reverse showrooming’. People who browse across different mobile devices and make use of on-to-offline services are 30 per cent more likely to do research online before committing to a purchase but the value of these purchases can be up to 50 per cent more than if done through a single channel, according to a new study by Deloitte commissioned by eBay. Dubbed ‘Super Shoppers’ they are the 18 per cent of people who shop most frequently but who accounted for 70 per cent of total UK retail sales in 2013.