Consumers Want Physical Stores

Ann-Marie Vazzano

Despite ever-growing e-commerce sales, the vast majority of Americans across all generations consider it important for retailers to have a physical store, according to a new study by progressive insights firm iModerate. In addition, the first in-store impression a customer gets is important in developing brand loyalty. Of those surveyed, Millennials (82%) and Gen Z (80%) were the most likely to say it’s important for a store to have a physical location rather than selling only online. Gen X came in next (69%), followed by Baby Boomers (65%). Product interaction is the primary reason shoppers like the in-store experience. The study took a deeper look at big box stores in particular and found three factors that might, however, sway consumers to prefer online shopping channels:

• Personnel—Big box stores are often well staffed, but consumers complain that sales associates lack product knowledge.

• Convenience—Although they carry a wide array of products, consumers find inconsistency with selection, layout, maintenance and management within each store, causing them to spend more time shopping than they’d like.

• Layout—Larger stores with wider aisles allow for easier navigation, but these large spaces can feel cluttered and dirty when not well maintained. GP