Fry's and comScore got together to study online-to-offline shopping behavior, finding that a third of customers shop online only to go to a bricks and mortar store for purchase, according to Internet Retailer. Interestingly almost all shoppers expect the site and store to mutually support this shopping process. 97 percent said they expected a "seamless" experience. 36 percent said they had used the process before, with four out of five of them saying that the experience was good or excellent.