Study: Consumers Primarily Buy In-Store, Browse on Desktop, Mobile and Voice

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Retail behaviors have become increasingly complex, as consumers are faced with more options when it comes to researching and purchasing goods and services. The distinction between online and offline is fading for consumers who are on the path to purchase. However, despite the growing concerns of the “retailpocalypse,” data show consumers still prefer to buy in-store.

According to a February 2018 study, “The Future of Retail 2018,” 42% said the primary reason they shop in-store is to purchase, while 29% said they primarily shop online to browse, 25% shop via mobile to browse and 10% shop on voice to research. These shopping behaviors vary not only by channel, but by product category as well. For instance, 54% of consumers prefer to buy books online while 73% prefer to buy clothes in a physical store.

Although there is some slight variation, consumers are generally utilizing digital channels for browsing and researching and visiting physical store locations to make purchases. For customers to continue purchasing from brick and mortar locations, brands should be engaging with consumers and creating personalized experiences to connect with them across all steps of the purchasing journey.

This data comes from a February 2018 study from Walker Sands Communications, “The Future of Retail 2018,” which surveyed 1,600 U.S. consumers. To access the graphic above, click here.

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