There will always be a large portion of shoppers that prefer to experience life and retail outside of their computer screens. The goal for brick-and-mortar retailers should all remain the same – to create a memorable experience that encourages consumers to return.
Raydiant’s State of Consumer Behavior 2021 report reflects insights directly from the consumers, with intel on their preferences as we continue to battle pandemic uncertainties. They surveyed 1,000 US consumers, with a clear goal to understand their evolving shopping habits.
Directly relating to brick and mortar, radiant found several takeaways:
- 46% of consumers that are given the choice prefer to shop in person rather than online.
- 33% shop at physical stores because they like to see and feel products
- 26% enjoy the overall experience of shopping in person
- 8% said in-store customer service has gotten better in the past year
- 90% of consumers said they will return if they have a positive in-store experience
So why do consumers prefer in-person shopping rather than online? Here’s Raydiant’s take:
Experiences cater heavily to those with brick-and-mortar preferences. Consumers with these desires value the physical elements of retail and the immediacy that an in-store location can provide. Stores and malls offer a sense of community that cannot be replicated online. With most of the world feeling isolated in today’s environment, human connections are more important than ever before.
Raydiant’s insights align closely with our own. In retail, it’s all about experiences. Crafting an uplifting atmosphere is crucial. And as we evolve to a post-pandemic setting, consumers will desire an in-store interaction that is much more meaningful.
Source: The State of Consumer Behavior 2021 Report – Raydiant
Photo Credit: Pexel
