Join The Continuum Community

Become a member of our community and receive our newsletter, invitations to exclusive Continuum events, and access to our ongoing thought leadership - joining a dialogue that will enrich the thinking and conversation around the intersection of design, innovation, and business. (And we promise we won’t inundate you with emails!)
Join Our Community


Service Design

The Anatomy of Convenience: The 2012 Service Design Report

Boston 01.07.13, 04:27PM by Monica Bueno

In an effort to further explore the difficulty retailers face when designing both digital and brick and mortar shopping experiences, Continuum’s 2012 Service Design study uncovered some surprising sentiments around consumer preferences when it comes to shopping both online and in-stores.

The number one reason people choose to shop either in-person or online: convenience and not price. This was a surprise, given that many large national big box chains have begun to fiercely combat a trend known as ‘showrooming’ where consumers browse a physical store before buying an item online, presumably because it is cheaper. While showrooming is still something that shoppers enjoy, with 70 percent saying they found browsing in stores and then finding the product cheaper online a satisfying experience, the data shows there is clearly a benefit for retailers to concentrate not only on price but also on convenience. And yet different consumers have different definitions of what they consider to be convenient. The bottom line: a one-size-fits-all approach to service does not work, especially at a time when retailers are selling in bricks-and-mortar stores, as well as online.


If you would like to view the full report, please fill out the following information and the PDF will be emailed to you.


  1. This is really great! I always thought, that it is that way. But everybody was telling me different, because the web will kill everything.

    Thank you very much for sharing!

  2. […] and I wonder in 2012, how many online transactions include flowers, candy, or worse, jewelry! A new survey completed by Continuum looked at data from 1,000+ consumers in the US and found the top 10 reasons for shopping in both […]

  3. […] to a recent survey (n=1,000 US adults) by Continuum, the following are the top reasons people shop in stores and […]

  4. […] time be compelling enough to grab their attention and pull them into your brand experience? Eighty-five percent of moms with kids want to be greeted at the door because, simply, they’re busy and appreciate […]

Leave a Reply