New York—Online shopping may be convenient, enabling consumers to shop 24/7 without worrying about finding a parking place.
But several of the latest consumer surveys reveal that shoppers actually prefer to shop in store. In one of the latest reports, A.T. Kearney Omnichannel Shopping Preferences Study found “stores play a crucial role in online purchases, as two thirds of customers purchasing online use a physical store before or after the transaction. The store makes a significant contribution to converting the sale, even though the transaction is eventually registered online.”
Even teens, who have been pegged as always connected online through their mobile devices, actually prefer in-store shopping, too.
According to Forest City’s teen survey, “shopping ranks as a favorite activity among nearly half of all teens and young adults aged 13 to 24. Shopping at malls ranked above a virtual shopping experience among the entire group, with the 13-to-17-year-old age group showing the strongest preference for a bricks-and-mortar shopping experience.”
This preference for in-store shopping is already making itself felt as back-to-school season kicks off at retail, the International Council of Shopping Centers found it in its consumer survey. “Brick-and-mortar retail, in total, will comprise almost a 90% share of BTS shopping.”
Of course this in-store experience is closely tied to online shopping and searching, social media and other forms of digital marketing. Nonetheless, brick-and-mortal retail is alive and well.
To check out what else is alive and well in this week’s news, here are our top 10 articles of the week: