Reasons for in-store versus online shopping are somewhat similar
Retailers know that consumer preferences vary, whether it pertains to certain products, service interactions or which brands they like better. When it comes to shoppers who would rather visit brick-and-mortar locations or those who like to browse online, these two types of consumers have many of the same reasons for why they prefer one experience over the other. To accommodate these patrons, merchants may want to consider some of the latest trends and technologies aimed at drawing in customers to stores or websites. By offering what shoppers are looking for, companies can boost consumer satisfaction, loyalty and retention.
Convenience top reason for in-store, web shoppers
A recent study by Continuum set out to reveal the reasons why customers like shopping in retail stores or on websites, and the research found that both sets of customers stated that convenience was the main reason they do business with retail brands through their preferred methods. Forty percent of brick-and-mortar location patrons like convenience that stores offer, while 43 percent of ecommerce shoppers gave the same reason.
When it comes to in-store retail experiences, 22 percent of respondents said they don't trust the quality of online shopping, and 17 percent stated they don't like paying for shipping or return charges. For those that prefer online retail websites, 29 percent said it was their favorite shopping method because it's easier to find the products they are looking for. One-quarter of respondents stated they go to the internet for the better retail prices, the study revealed.
Improving both in-store and online experiences
Retailers will want to focus this year on accommodating both types of consumers by continuing to offer the aspects they prefer. There are also other things businesses can do to draw these shoppers into stores and websites. RTO HQ reports that recent research from Washington State University found that appealing to customers' senses through music, smells and displays can entice them to enter brick-and-mortar locations. For companies that use this method, they will want to ensure that all of the elements are relevant and consistent to have the best results.
As for online shopping experiences, Practical Ecommerce writes that merchants will want to consider implementing easier return policies and free shipping, as well as providing sufficient support and service options for shoppers who have questions. In addition, retailers need to effectively manage customer information, such as past purchases and preferred products to offer great experiences, the source notes.
