Customers in stores are more prepared to buy, having researched their purchase online. “Once customers are in the store, retailers must keep in mind that customer in-store behavior has shifted from ‘discovery’ to ‘final purchase decision,’” according to Sarah Wallace, content marketing manager for TimeTrade. “By the time a person walks into a store, they are well versed on what they want to buy, they have not made a final decision, but they need emotional validation for the purchase. This is why they go into the store and seek out experts who can help them. So this modern store behavior is really about buying much more so than it is about shopping.”

This story first appeared in the June 10, 2015 issue of WWD. Subscribe Today.

TimeTrade, which helps brands personalize their customer experience, surveyed 1,029 consumers for its “The State of Retail 2015” report. Among the questions it posed was: When you browse online before making a purchase, how much do you know about what you want to buy before you go to the store?

Buying More Than Shopping