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Forrester foresees 72% of shopping in physical retail vs online, citing tactile product testing and instant gratification as key reasons

Friday, Oct 29, 2021

A recent report from Forrester reveals that 72% of all retail sales in 2024 will take place in brick-and-mortar stores. Consumers noted that they prefer to shop in stores to test out products and walk away with an item that same day. 

Stores will remain the biggest pull for consumers – now and in the future. Currently, store openings are outpacing closures, with traffic exceeding pre-pandemic levels at malls. Instant gratification and the in-store experience are two key factors in today’s physical retail presence. This has forced retailers in today’s digital age to create inventive and relevant store setups.

“The goal of these stores should be to deliver experiences and support operations that remove customer pains that impact behavior and provide diverse capabilities for catering to different consumer preferences,” Forrester said by email. 

Direct-to-consumer brands have recently faced the harsh realities of e-commerce, noting the importance of marketing and customer acquisition that stores bring. When it comes to returns, a physical presence is necessary. Nearly 41% of consumers said online returns were difficult, causing them to be discouraged by purchasing online in the first place. 

Consumers expect an omnichannel presence from retailers – with the ability to use BOPIS methods and shop on their own terms. 

Source: Forrester Retail Sales – Retail Dive
Photo Credit: Pexels

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