75% of purchasing decisions are made in store... Just plain wrong

Siemon Scamell-Katz, Founder TNS Magasin, writes: Despite that fact that it's just plain wrong, people continue to parrot the 'statistic' that 75% of purchasing decisions are made in store. It really is about time we ditched this nonsense, which is wheeled out purely to promote the in-store cause, because it obstructs our view of the complex reality of shopper behaviour.

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