Web-to-Store phenomenon

Every fifth European (22 per cent) bought a DIY or garden tool on his last Internet shopping trip. From these online consumers, 41 per cent used specialist dealer websites. In contrast, two thirds of consumers (66 per cent) admitted preferring buying DIY goods in the good old local stores. Just over a quarter (28 per cent), prefer to get advice from sales assistants. This was confirmed by The European Consumer Barometer 2014 from Commerz Finanz. The study determined a so-called, Web-to-Store phenomenon: 43 per cent of consumers read up the information they need beforehand on the Internet and then make the final purchase in-store. Conversely, only eleven per cent of Europeans ask for information and advice in-store and after that purchase their chosen product online.