Consumers are apt to shop more overall when they are able to use their preferred shopping method. According to new research from Adyen, a payments technology company, 63% of respondents said they would shop more in stores and online if a preferred shopping method was implemented.
“With all the talk that e-commerce is undermining brick-and-mortar retail, we were surprised to see how many consumers responded that they genuinely enjoy shopping in-store,” Dave Pedersen, senior PR manager at Adyen, told FierceRetail. “E-commerce accounts for less than 10% of all retail sales, so it’s imperative retailers focus on improving the in-store experience, rather than shift everything online.
Why do consumers still prefer to shop in stores? According to 86% of respondents, people want to manage exchanges or returns of items purchased digitally. And 60% of consumers cite wanting to see, touch or sample an item as a top reason to go into a store. Moreover, 33% of consumers enjoy shopping as a social activity.
Still, consumers want an omnichannel experience. In fact, 78% said they want to buy or reserve online before going into a store, 69% want to browse themselves in stores, and 54% want loyalty program information automatically tied to their credit card.
“Retailers need to implement unified commerce strategies that embrace the best parts of online and in-store shopping,” Pedersen said.
The experience for a consumer can make or break sales. For example, 79% of respondents have left a store due to long lines and 73% of sales are lost when a line is abandoned.
According to the study, consumers are ready for the technology of the future. More than half, 59%, of consumers expect mobile payments to be ubiquitous in two years and 53% see AR/VR showrooming as the norm within five years. Another 34% would like the ability to just walk out of a store with an item and be automatically charged within the next year.
“Shoppers everywhere are expecting more convenience and personalization, and retailers who can provide a great, connected experience across all platforms (in-store, mobile and online) will win out in the long run. Shoppers want to be able to buy online and return in-store without skipping a beat, as our survey results showed that 4 out of 5 shoppers will leave a store if lines are too long,” Pedersen added.