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Why Do We Still Shop In Brick-And-Mortar Stores?

Though global consumers are increasingly satisfied with multichannel shopping opportunities, the traditional brick-and-mortar stores still have their advantages – reveals Mood Media in its new global study, “The State of Brick & Mortar: 2017”.

The study delved into the preferences and habits of consumers who make their purchases in brick-and-mortar stores to better understand the importance of in-store customer experience.

It turns out there are some strong reasons why many consumers choose physical stores over online buying.

The power of tactile experiences, which are possible when shopping in-store, is particularly valued. 78% of consumers globally say that the ability to touch, feel and try products is the top reason for shopping in brick-and-mortar stores. This is especially valued by Russians, with 87% of respondents agreeing. The tactile nature of the expierience is a bit more important for women than for men.

According to the report, music is also a crucial factor in creating enjoyable shopping experience. 78% of customers globally (and 91% of those aged 18-24) say the like to hear music when shopping in-store.

What also matters is the convenience of instant gratification. Consumers who buy in-store can have their products right away. This was the second most important reason for shopping in a physical store cited in every country.

The third most important driver of brick-and-mortar shipping is the joy of being able to browse and discover new things (48% of consumers across the globe cited this reason).

However, the report also reveals the frustrations of shopping in-store, the top one being the need to wait in line (60%). These also include item/size being out of stock (47%), too busy/hectic atmosphere (43%), and staff unable to assist (33%).

What’s also interesting, going shopping in physical stores doesn’t mean being offline. 55% of customers say they use their mobile devices when out shopping. The most likely to do so are the Chinese (92%), and the least likely are the Dutch (38%) and the Germans (39%).

The study was based on a survey of over 11,000 consumers in 9 countries across the globe, including Australia, China, France, Germany, the Netherlands, Russia, Spain, the United Kingdom and the United States.

Michał Pasternak

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