According to a PwC (PricewaterhouseCoopers LLP) annual consumer survey, dubbed “Total Retail: Retailers and the Age of Disruption,” the physical store remains the retail touch point with the highest shopping frequency. According to the survey, only 27% of consumers in the United States said they shop online weekly.
In shopping, 68% of U.S. respondents said they have intentionally browsed products at a store but decided to purchase them online, while 73% say they have browsed products online but decided to purchase them in-store. In purchasing terms, 65% of survey respondents stated that delivery fees were the reason for purchasing in-store. Other reasons for in-store purchasing included having the item immediately, listed by 61%, and trying it on/seeing it, by 61%.
“For the past several years, the story around retail stores was ‘showrooming,’ in which stores were places to display items for online purchase. However, this year’s survey results reveal that the online shop has also become a showroom where shoppers research and compare prices for later, in-store purchases,” said Steven Barr, PwC U.S. retail and consumer practice leader. “As online shopping continues to grow at the expense of store visits, we expect the premium in the future may be on creating unique, brand-defining store and online experiences that keep consumers coming back.”