All those stories about the death of brick-and-mortar retail stores may be a bit premature. Yes, it's true that online shopping has overtaken traditional stores in sales volume as such giants as Amazon and Walmart duke it out in the digital world. Still, recent studies find that consumers seem to like both in-store and online shopping and recognize their unique benefits.
eMarketer reports that one recent survey found consumers prefer online shopping to in-store shopping for two primary reasons: They can find the cheapest product available, and they don't have to wait in line. However, over half the survey respondents (60.8 percent) said they like in-store shopping because they are able to get the item they want immediately instead of waiting for it to be delivered. Another survey found similar results: In-store shopping was preferred for the ability to see or try on items in person, while online shopping was preferred for convenience and cheaper prices.
The message to retail marketers? It makes sense to have both traditional and online stores and whenever possible, bring the two together with seamless customer service.
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