Buying the In-Store Experience

E-commerce accounts for only 7 percent of U.S. retail sales, according to the U.S. Census Bureau. But 87 percent of consumers say they go online to look for information about a store before visiting, according to a Google study.

The value proposition of brick-and-mortar stores is changing. Consumers are constantly using the Internet to research and gather information about future purchases, yet they still head to stores for in-person experiences. Shoppers crave unique, customized and personal interactions they can’t get from visiting a website.

Below is more data from Google’s 2014 Digital Impact on In-Store Shopping: Research Debunks Common Myths study, which shows the different ways consumers use brick-and-mortar stores in their purchasing processes.

APPLIED TO RETAIL:
Customers are visiting retail stores to do more than just complete a transaction; they want personalized experiences and customized information. Create experiences, and consider using loyalty programs, social media contests, scavenger hunts and decor to make those experiences unique.

Since your customers have constant access to the Internet, ensure your sales associates are equipped with web access that allows them to find product details, consumer reviews and other information that may help customers make purchasing decisions.

Learn more about retailers who are creating unique and entertaining store experiences!