As we head into 2020, modern consumers are becoming more omnichannel. Despite the hype about the risks that omnichannel presents to physical stores, consumers continue to favor the in-store experience over online. Yet, there is more that stores can do to continue their lead over online stores.
To surface the key shopping trends defining the modern consumer, we collaborated with independent research firm MarketMeasures to survey 1,000 US shoppers and 1,000 UK shoppers between June and July of 2019.
Read on for a sneak peek into our shopping trend data, and download the full Modern Consumer report – the third in our multi-year series on the “Modern Consumer.”
How do consumers shop?
There’s little doubt that the modern consumer is an omnichannel shopper. Nearly three-quarters (74%) of consumers webroom – research a product online, and purchase in store. This is great news for physical stores, as they benefit from what consumers learn when searching online.
Even when consumers purchase online, 51% of them perform ‘click and collect’, further driving them into physical stores to pick up what they’ve ordered online. On the flip side, 57% of consumers showroom, or research a product in store and purchase online.
Consumers still like the physical store – why?
Overall, 67% of modern shoppers like the in-store experience. They cite the ability of stores to get products into their hands quickly, answer their pressing product questions, and provide explanations surrounding the products/services they are buying.
Stores are still far from perfect
Despite making positive strides in customer satisfaction since the last edition of our “Modern Consumer Research,” physical stores can perform better in certain areas, specifically improving staff behavior and knowledge, staff availability, speed, and store atmosphere. By doing so, they can remain competitive against online shopping venues.
For example, stores should increase staff knowledge to continue attracting the 60% of modern consumers who say they like shopping online because of access to detailed product information. Currently, only 44% of consumers like the store’s ability to explain products/services at a satisfactory level.
Appointments and events differentiate physical stores
Consumers show a strong penchant for attending in-store events, particularly when they can meet with knowledgeable staff and subject matter experts.
If invited, 64% of consumers would attend a product demonstration in store, half would attend an educational event, and even a majority (54%) would go for DIY workshops. It’s little wonder that 57% of consumers told us they would schedule appointments with in-store staff if given the opportunity.
The modern consumer is ready to engage
With these trends in mind, retailers should feel encouraged about the progress they have made in attracting omnichannel consumers and recognize how they can maintain their in-store advantage by taking a few simple steps. For further insight into what the modern consumer desires and likes about omnichannel experiences, download the full report.