When consumers have a specific purchase in mind, they prefer to make that buy in a physical store, according to the latest research from Raydiant, which offers interactive screen signage solutions for retailers.
In a poll of 1,000 U.S. shoppers, the firm found that 53.1 percent of all respondents prefer to shop in a physical store. Of those aged 34 and up, 57.5 percent prefer shopping in a store while 44.9 percent of those aged 17 to 34 favored brick-and-mortar shopping.
“The findings confirm our belief that brick-and-mortar is not dying, it’s simply evolving and that the retailers who are focused on creating true in-store experiences are positioned to thrive as the retail landscape continues to evolve,” said Bobby Marhamat, chief executive officer of Raydiant.
Some of the other notable findings of the survey include that 68.9 percent of respondents said a “good in-store experience” is either “important or very important” to them. And while “price remains king,” the researchers at Raydiant said in-store experiences can provide differentiation.
“While 56.6 percent of respondents said they would shop more at physical locations for exclusive discounts not available online, 22.8 percent said they would shop more if store owners provided unique experiences,” authors of the report noted.
When asked about why they preferred shopping in physical stores, 40.3 percent of those polled said it was because they could “see and touch” products while 38.4 percent said it was to have an “enjoyable shopping experience.”
By gender, 44 percent of men polled said the shopping experience was “more important than the ability to see and touch” products. For women, 45.7 percent favored the physical presence of products while 34.6 percent preferred the shopping experience garnered in stores.
And when it comes to online shopping, convenience was the primary driver. “For young people, access to discount codes [online] came second at 23.3 percent, while older shoppers enjoy the ease of price comparison [11.2 percent] and transaction speed [10.9 percent],” the report stated.