In recent years, retailers have observed a shift in consumer behavior related to increased online shopping. Quickbase, a no-code software provider and Dynata, a research company, conducted a survey of 1,000 U.S.-based adults to gather insight on consumers’ buying habits. The survey aimed to determine what makes shoppers visit a retail space in-person versus buy online.
Inside the report are several key findings: of the survey respondents, 49% stated that they shopped more online, and 51% stated they shopped more in-store; over the past year, 41% of respondents said their online shopping increased, compared to the 16% who said their in-store shopping increased; superstores/discount department stores and supermarkets/grocery stores were ranked highest for which brick-and-mortar stores respondents frequented the most.
What do these report findings mean? They indicate that retailers with physical stores must ensure a customer’s in-person experience will be worth their time. To convince customers that in-store shopping is the better option, retailers need to understand how consumers use, think, and experience a product.
Beyond the product, retailers must determine what consumers are looking to gain when they shop in-store rather than online. Is it the reliability of purchasing something directly versus waiting for it in the mail? Is it the convenience of knowing how the inventory is organized, eliminating the hassle that might come with trying to order from a confusing online store?
Or, is it the availability of different locations in-store versus a single source online? Whatever the customer’s justification for shopping in person, retailers must be able to provide a seamless customer experience. Knowledgeable staff, reliable products, and an organized, easy-to-use system can help retailers stay in business despite a growing preference for online shopping.