New research buttresses brick & mortar role in shopping
September 27, 2017,
Los Angeles – Is the retail industry in flux? Absolutely. Is competition from Amazon and other pure players putting bricks shopping in the shade? Not by a long shot, according to new consumer research released this afternoon by the National Retail Federation.
The report, the first a new quarterly series NRF is launching, found only 21% of consumers surveyed are primarily online shoppers, defined as those who purchase more than half of their items online. By contrast, 79% purchase half or less of their items online.
Millennials in particular are drawn to visit new stores, stores that have added food or entertainment options and stores that offer in-person pickup for online orders. The survey found 49% are shopping in stores more often than they did a year ago, with 34% shopping in stores about the same. Only 17% of Millennials are shopping less often.
Among all consumer 50% said they shop in stores about the same amount, while 28% said they do so more often, for a total of 78%. Only 22% shopped in stores less often. “Tech is making the biggest impact with consumers when it reduces friction and pain points in the store experience,” said Katherine Cullen, NRF director of retail and consumer insights. Click & collect is key here, she said.
NRF found nearly 70% of consumers surveyed had heard of click & collect and half had already tried it. “The vast majority who tried said it improved their shopping experience,” she added.
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