Despite the surge in online shopping during the pandemic, most consumers still value the experience they can only get shopping in-store. A recent Business Wire survey revealed that 82 percent of shoppers say that seeing, holding or demoing a product in-person made them more likely to actually go through with a purchase.In fact, four out of every five retail dollars are spent in-store. That means the majority of customers still enjoy a tactile, in-person shopping experience.
Even in 2021, it’s still important to have a brick-and-mortar storefront for your business. Here’s some more key reasons why.
- Consumers spend more in-store. Customers spend more when shopping in-person compared to online. One study found that over 70 percent of in-store customers spend over $50, and more than a third spend over $100. Compare that to just 54 percent of online shoppers who spend over $50, and a comparatively paltry 21 percent who spend more than $100.
- The human touch and instant gratification. In-person interaction remains an advantage to in-store shopping. Good sales associates can answer any questions about products and give good recommendations. Another great advantage is the instant gratification consumers feel when they’re able to bring their purchases home and enjoy their merchandise immediately.
- Credibility and brand awareness. Having a physical storefront adds another layer of credibility to a business, especially for customers not familiar with the brand or who might be skeptical about making purchases online. It can also provide a huge boost to a brand name, especially if the storefront is located in a high-traffic area.
- Impulse buying. Consumers love adding last-minute, unplanned items to their shopping carts when they shop in-store. Eleven percent more men and 12 percent more women said they were more likely to make spontaneous additions to their shopping carts when inside of a physical store.
With consumers continuing to shop at brick-and-mortar establishments, the brick-and-mortar marketing experts at Zenreach make it possible for businesses to gain better understanding of their needs and shopping habits. John Kelly, CEO of Zenreach, explains: “As consumers begin to return to physical stores in greater numbers, and as new technologies enable retailers to identify and follow their most valuable customers across the online and offline experience, we will likely see more retailers adopting an integrated approach to the ecommerce and brick-and-mortar parts of their businesses.” PM
