Despite the convenience of internet shopping, consumers still prefer to make purchases in a physical store. This means retail stores would be doing more centralized hiring. Don’t believe me? A recent First Insight Report indicated that 71 percent of all shoppers (the participants questioned) spent $50 or more when shopping in-store, confirming the trend. When it comes to buying online, only 54 percent of the respondents say they spend more than $50.
What does your instinct say when it comes to shopping? Sure, it’s easy to just order things online but who minds walking the floors of a shopping mall or a retail store to check what’s trending. Nothing beats the excitement of touching and feeling the gadgets, home appliances, fashion items, or any other product you are eyeing, right!
According to PwC’s annual consumer study, about 40 percent of the shoppers make purchases in a brick and mortar store at least once a week in comparison to only 27 percent who do so online. But why so? The research explains that too. First off, shopping in-store allows you to access the item immediately. It’s also a great opportunity to avoid delivery fees.
Reasons In-Store Purchase Is Preferred
Other advantages of in-store purchasing include the ability to support local businesses in your area and the ease of returning the product if necessary. This doesn’t mean Consumers have neglected online shopping completely. They are still using online outlets as part of their purchasing experience, despite their preference for in-store purchases.
Consumers are not using their smartphones or tablets to shop online these days for a variety of reasons. One-third of those polled in the USA indicated they don’t shop on their mobile devices because of security worries, while 77 percent are concerned about their credit card information being stolen.
What other reasons compel buyers to shop in a brick-and-mortar store rather than choosing an online shopping experience? Here is what we have come up with:
Promotions and Deals
We all can agree there is always some exclusive promotion going on in-store. If you never visit the store, you will never know.
Most people only shop in stores when they have a specific need. This means that merchants must explore innovative ways to offer memorable in-store experiences once the consumer steps in., Besides that, they have to heavily on in-store-only promotions and sales to entice a buyer and make them shop for more than what he intended.
Unique Products
Every consumer has a need for a unique product. If they can easily find it online and compare prices from a variety of online retailers, they won’t drive down to a physical store. Hence, most retailers have unique products in-store which they don’t keep online.
These days, retailers are relying on voice-of-customer analytics to gain a better understanding of consumer preferences, and distinctive items they can offer in-store to keep consumers coming back for more.
Expert Advice
Another compelling reason why some consumers prefer buying in a physical store is that they value professional assistance or advice. Staff that is knowledgeable and willing to help you a buyer with honest suggestions builds trust.
Furthermore, personalized services and recommendations ensure that a purchase is made faster. And the better the advice, the more likely the customer would come back. the strongest asset of a physical store is its customer experience and consumers dig that!
Product Experience
Nothing can beat the perk of trying out a product. How comfortable would that sofa be that you saw on the internet? Is the pair of shoes that you want to buy comfortable enough? What is the texture of the cardigan?
Of course, you can read the reviews but you may not always agree with the experience of another person. By visiting the store, you can always test an item, feel it, wear it, and apply it. This makes it much easier to make the final decision. Plus, it boosts customer satisfaction because they know what they are getting.
No Hassle of Returns
Many customers find the online order return process to be overly complicated or time-consuming. Sometimes, you have to actually have to take the product to the store to return it. Wouldn’t it be better to shop in-store then?
By shopping in-store, you are saving yourself the trouble of having to return an item. You can choose what you want right away, try it on, make sure it’s the right size, and then buy it. The product that you are taking home is something you are fully satisfied with. Hence, there is no question of returning it.
Summing Up
Although consumers like shopping in-store this doesn’t mean they are abandoning online shopping. It’s just that certain factors entice them to visit physical stores. Let’s not forget, because of the pandemic and the government-imposed lockdown, people spent most of 2020 under quarantine. Therefore, there is a high likelihood that more people will visit physical stores to form meaningful connections and experience the thrill of going out again.
