The number of shoppers who make purchases in-store after researching an item using a smartphone on the ground has surged to 41%, while the number of «showroomers» who research a product in one physical store and buy from another online retailer has decreased from 37% to 28%.

The global consulting and technology firm Capgemini has been tracking consumer shopping habits since 2002, surveying over 50,00 consumers worldwide, and gathering insights into the changing patterns of purchasing behaviour from originally predominantly traditional physical stores to now multichannel shopping.

Target is contributing to online shopping by launching a bunch of brands, which are available exclusively online. For the US retailer, it’s another way to deliver a better experience to the consumers who prefer to purchase goods in the comfort of their homes. With this move, Target also aims to drive more consumers to its online platform and become a stronger player on the e-commerce market.