We often hear that the growing popularity of e-commerce is making the act of shopping in-store less desirable for customers. However, recent findings show that 85% of consumers still prefer to shop at a brick and mortar and over 90% of them would be more likely to make a purchase when assisted by knowledgeable staff. This desire for shopping in physical locations spans across generations and is preferred by millennials as well, who are often characterized as shunning all things traditional.
The top 3 reasons customers choose to shop in-store:
-The ability to touch and feel merchandise
-To access the product immediately
-Certainty about product fit
The top 3 reasons customers choose to shop online:
-Can shop at any time
-No need to travel to a store
While this is promising news for brands with physical locations, they can’t ignore that e-commerce continues to take a fair chunk of sales (over 10%), even if at a slower pace than expected. In order for brick and mortar operators to continue to be the preferred method of shopping well into the future, they will need to take advantage of the one thing that online brands cannot replicate – the human experience.
As many industries become experience driven, facilitated by technology and the widespread use of mobile phones, in-store retailers can greatly benefit from taking an advantage that they already have and innovating through technology to become better. This is where we see “In-store Experience Management (IEM)” solutions, like those provided by Lucova, paving the way and helping brands create the stores of the future.
Sources: PwC 2015 Retail Study, TimeTrade