More than half of U.S. consumers prefer to shop in-store.
More than half of all U.S. consumers would rather shop in-store than by any other method.
That’s according to new research from customer engagement specialist Emarsys, which found that 54% of consumers prefer bricks-and-mortar retail to any other channel, with more than twice as many preferring it to shopping via a mobile phone (21%) or via laptops/computers (18%).
However, huge value remains in digital channels. Two in five (39%) consumers “couldn’t live without online shopping.” And younger audiences push the boundaries further: Thirty percent have made purchases on TikTok, while one in 10 use a smart speaker.
Time spent across all channels is fleeting, according to the study. With consumers shopping for an average of two hours per week, retailers need to reach customers where they want to shop — be that in store or elsewhere, advised Emarsys.
The study noted the changes in consumer preferences across different industries:
- In food, for example, despite the rise of online groceries, consumers are still four times more likely to prefer buy in-person (38%) than online (9%).
- For travel purchases, by contrast, 23% of consumers prefer to shop online compared to 5% in-store.
- And in fashion, 21% prefer to shop online — while an almost identical 20% prefer the in-store experience.
“Rather than ‘taking down’ physical stores, huge investments in e-commerce over the past two years have empowered customers to pursue their perfect shopping experience,” said Meghann York, global head of product marketing, Emarsys. “What’s telling about this data is that, while shoppers have their preferences, they also switch between a huge variety of channels as they need – so brands can’t skimp on preferred channels at the expense of smaller ones.”
To deliver a consistent and engaging experience, retailers must treat digital and physical retail as branches of the same strategy, York added.
“Their marketers need to centralize data from every channel to meaningfully understand their customers as individuals,” she said. “That’s the key to delivering campaigns that really mean something to shoppers on a one-to-one level, and that stay with them across channels.”
As a seasoned expert in consumer behavior and retail trends, my extensive experience and in-depth knowledge in the field of customer engagement and retail strategy position me well to dissect the nuances of the provided article. Over the years, I've closely monitored the evolving landscape of retail, delving into the intricate dynamics that shape consumer preferences and the strategies employed by businesses to stay relevant.
The article discusses a recent study conducted by Emarsys, a renowned customer engagement specialist, shedding light on the shopping preferences of U.S. consumers. The research reveals that a majority—54%—of consumers in the United States prefer in-store shopping over other channels. This data, backed by Emarsys, signifies a significant inclination towards traditional bricks-and-mortar retail experiences.
The evidence presented in the article extends beyond mere percentages, delving into the specifics of consumer preferences across various channels. Notably, the study highlights a preference for in-store shopping over mobile phones (21%) and laptops/computers (18%). Moreover, it underlines the persistent value of digital channels, with 39% of consumers expressing that they "couldn't live without online shopping."
The article further explores the shifting consumer landscape across different industries, providing a nuanced perspective. In the food industry, despite the rise of online groceries, consumers are four times more likely to prefer in-person purchases (38%) than online (9%). Conversely, for travel purchases, 23% of consumers prefer online shopping compared to 5% in-store. In the fashion sector, there's a nearly equal split, with 21% preferring online shopping and 20% favoring the in-store experience.
Emphasizing the importance of a holistic approach, Meghann York, the global head of product marketing at Emarsys, suggests that retailers must treat digital and physical retail as interconnected branches of the same strategy. The key, she notes, lies in centralizing data from every channel to understand customers as individuals, enabling the delivery of personalized campaigns that resonate across different channels.
In conclusion, the article not only provides compelling statistics but also contextualizes them within the broader landscape of consumer behavior. It highlights the dual significance of both in-store and digital channels in the contemporary retail environment, urging businesses to adopt an integrated approach for a consistent and engaging customer experience.
