Brick-and-mortar retailers, breathe a sigh of relief. Despite the growing popularity of online shopping, 99 percent of all consumers shopped in a physical store in the past 12 months, according to research commissioned by Madison-based Coldwell Banker Commercial.
The Coldwell Banker Commercial consumer survey, conducted online by The Harris Poll, found consumers chose to shop brick-and-mortar over the past year for ease, immediacy and experience.
While 66 percent of consumers shopped in-store to purchase a product they needed immediately, 55 percent chose in-store to experience a product before buying it. Fifty percent shopped in-store to browse and get ideas, and 49 percent shopped in-store to take advantage of specific sales and coupons.
“Consumers still want the experience of in-store retail, and the numbers show they’re also looking for personalized assistance,” said Daniel Spiegel, managing director of Coldwell Banker Commercial Affiliates in a statement. “Retailers can drive people to stores by creating stellar experiences and customer service. I recently went to a new store that was set up like a market with various vendors around the space. Perhaps it’s the new department store model. Clearly, there’s still a strong desire for in-store shopping, retailers can get more creative with their spaces to attract shoppers.”
Consumers still want the experience of in-store retail, and the numbers show they’re also looking for personalized assistance.
– Daniel Spiegel, managing director, Coldwell Banker Commercial Affiliates
Results were based on a survey of 2,027 U.S. adults ages 18 and older, conducted over three days in September.
Nine out of 10 consumers plan to shop in a physical store this holiday season, although 51 percent answered that they prefer buying holiday gifts online. Physical stores are preferred, however, for buying major appliances (81 percent), clothing and accessories (70 percent), health and beauty products (67 percent), and home decor (67 percent).
Shopping in brick-and-mortar stores makes people feel good. More than two-thirds of consumers say retail therapy is stress-relieving, and 81 percent of consumers say they feel like they’re making a positive contribution to the community they live in by shopping at a store nearby.