Online Browsing Dominates: Most shoppers (62%) start their purchase journey online, showing the importance of digital channels for product discovery.
In-Store Conversion: However, a significant portion (20%) of online browsers ultimately buy in-store, highlighting the continued importance of physical retail experiences.
Hybrid Shopping is the Norm: Consumers are no longer strictly online or in-store shoppers; they seamlessly blend both channels.
Age-Based Differences
Younger Generations are More Digitally Focused: Shoppers under 45 are more likely to start and complete their purchases entirely online.
Older Generations Prefer In-Store Purchases: Shoppers over 45 tend to favor completing their purchase journeys in physical stores.
Implications for Retailers
Omnichannel is Key: Retailers must create a seamless experience between online and in-store channels to cater to hybrid shopping behaviors.
Online Drives Foot Traffic: A compelling online presence is critical for attracting customers who may end up purchasing in-store
In-Store Experience Matters: Physical stores must offer compelling reasons for shoppers to complete their purchase. This could include product interaction, expert advice, and immediate gratification.
Additional Points from the Survey
Why the Shift to In-Store?: Understanding the specific reasons why online browsers choose to buy in-store could help retailers improve their physical offerings.
Product Categories: The trend might vary depending on the type of product being purchased.
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