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The following is the first installment in Retail Dive's Consumer Survey, a six-part series examining the psyche of the American consumer and the evolving role of the brick-and-mortar store in the shopping journey.
Check out all of our results on our landing page. Long live the brick-and-mortar store. Everyone knows online shopping has never been easier or more accessible. The ability to see, touch and feel products as well as take items home immediately rank highest among the reasons consumers choose to shop in stores versus online, according to Retail Dive's Consumer Survey.
For the first question in a six-part series looking at consumer shopping habits, we surveyed 1, U. By a fairly wide margin, the primary motivation for shopping in stores is to see and try out products before purchasing. However, some notable differences exist among shoppers, depending on their gender, age and location.
In particular, female shoppers overwhelmingly want to see, touch and feel products before buying them. Males, on the other hand, skew more toward the immediate satisfaction of taking items home with them. Shoppers also want it now and want it fast. It's why speed to market and figuring out last-mile delivery expectations keeps retail executives up at night.
One in five consumers cites easy returns as a key reason for shopping in stores versus online. Little wonder why Amazon has thrown down the gauntlet and now requires its sellers to offer free returns. The ability to ask store associates questions ranks fairly low on the list of reasons to shop in stores vs.
Retailers may need to rethink staffing requirements and how to best utilize people power. This appears to be indicative of age groups that have more time on their hands to go to stores and shop around.
An interesting relationship popped up between age and instant gratification. Compared with older shoppers, a higher percentage of younger shoppers say they shop in stores to take immediate possession of items. The youngest age segment also over-indexes on returning items more easily, enjoying the in-store experience and interacting with store associates compared with the overall consumer population.
Retail Dive Rural shoppers more likely to go to stores The key figure that stands out when looking across location types — urban vs. Undeveloped or under-developed logistics and delivery infrastructures in rural areas likely come into play here.
Often needing to drive long distances to shop, rural consumers may well consider in-store shopping an event and a time investment, so they want to be sure to get the items right. Brick-and-mortar holds an advantage for its ability to satisfy shoppers' needs to try out products and immediately take them home.
Stay tuned for the next part of the Retail Dive Consumer Survey series: Retail Dive's Consumer Survey series is brought to you by iQmetrix.Default.
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Just straight up text, free flowing, with love. Our Word of the Year choice serves as a symbol of each year’s most meaningful events and lookup trends. It is an opportunity for us to reflect on the language and ideas that represented each year.
So, take a stroll down memory lane to remember all of our past Word of the Year selections. The.
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