As the world continues to grow more connected by the day, consumers have access to more information than ever. They don’t let it go to waste – they’re doing plenty of research before shopping to ensure they’re getting the right product at the right price. This is true for both online and in-store, with shoppers researching at home or on the go before buying. It doesn’t stop once they’re in the store either. According to a study published by Bazaarvoice in 2018, 82% of smartphone users consult their phones on purchases they are about to make in store.