Reporting on a study done by RetailMeNot, eMarketer suggests "the gap between online and offline shopping continues to close." The study indicates that 69 percent of responding Internet users who are shopping at retail stores look for reviews on their phone, and 53 percent search for deals -- before speaking with a store associate. In addition, 58 percent use their smartphones to evaluate comparable products or services to what they are considering purchasing and 55 percent check product specifications -- all instead of interacting with retail personnel.
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