You can’t ignore in-store
21. November 2019 | News, Retail Marketing, Shopping Today

99% of consumers shopped in physical stores in the past 12 months

Despite rising popularity of online shopping, nearly all consumers (99%) shopped in a physical store in the past 12 months. New research commissioned by Coldwell Banker Commercial and conducted online by The Harris Poll assessed American preferences surrounding in-store shopping.

The Coldwell Banker Commercial consumer survey found consumers chose to shop in store over the past 12 months for ease, immediacy and experience. Details from the survey on why consumers chose to shop in store in the past 12 months include: to purchase a product they needed immediately (61%), experience a product before buying it (55%), browse and get ideas (50%) and take advantage of in-store sales / coupons (49%).

“Consumers still want the experience of in-store retail, and the numbers show they’re also looking for personalized assistance,” said Daniel Spiegel, managing director of Coldwell Banker Commercial Affiliates. “Retailers can drive people to stores by creating stellar experiences and customer service. I recently went to a new store that was set up like a market with various vendors around the space. Perhaps it’s the new department store model. Clearly, there’s still a strong desire for in-store shopping, retailers can get more creative with their spaces to attract shoppers.”

Retail shopping this holiday season

The holiday season is the best time for retailers to draw consumers with special deals and convenience. But it’s also an opportunity for brick-and-mortar retailers to create unique experiences for consumers and to present options not available online, like personal assistance, speaking with local shop owners or browsing in person for unique gifts.

While consumers are split between online (51%) and physical stores (44%) as their preferred option for buying holiday gifts, more than 9 in 10 consumers (92%) do plan to shop in a physical store for gifts this holiday season. The survey found consumers intend to shop in store this holiday season for specific reasons:

  • To take advantage of sales / coupons (55%)
  • Experience a product before buying it (50%)
  • Look for unique gifts (49%) and to find something specific (49%)

Consumers value in-store experiences and personalized assistance. Over two-thirds (68%) of consumers say when they shop in a physical store they tend to look for in-store experiences. Half of consumers (50%) say they would sacrifice spending less on a product online in order to get personalized assistance/advice from an in-store sales associate.

Source: Coldwell Banker Commercial Affiliates

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