In an era that sees Amazon growing its physical retail footprint by opening brick-and-mortar bookstores and acquiring Whole Foods, with its 465 physical stores, it is evident that the lines between physical, mobile and online retail channels and how customers will interact with them are continuing to get blurred.

With three-quarters of all shopping still taking place in stores, according to our study*, it is imperative to understand what continues to drive shoppers to select this channel over making purchases online or on mobile devices.

Here are the top 5 reasons why consumers are still shopping in-stores:

#1 Lack of Trust

As the landscape continues to shift, shoppers indicate that the tradeoff for using digital channels is the lack of ability to examine what they are interested in up close and in person before making the purchase.
72% of shoppers indicated that the reason they shop in-store is to be able to inspect products themselves before purchase.

#2 No shipping fees

Additional fees for shipping deter would-be virtual shoppers from making mobile or online purchases.
60% of people say they shop in-store because they don’t like to pay for shipping.

#3 Location, location, location

In many cases, shoppers’ preferred stores are within a reasonable distance. 52% say such stores are conveniently located.

#4 Immediate Purchase

We are living in an age of instant gratification, where consumers are becoming more accustomed to getting what they want, as soon as possible.42% of customers say they don’t like to wait for delivery.

#5 Familiarity

Those who enjoy the in-store shopping experience often know exactly where to go to find the products they buy on a regular basis. 42% of customers say they know where to find what they are looking for in-store.

For a full read of our newest white paper “Shopping Channel Innovations and Their Impact on CX”, click here to download your free copy.

Invitation-only Private Event

On September 21st, we are hosting an invitation-only private event in NYC with 40 seats for CX retail leaders. Request your invitation by email at to:

1. Hear from renowned retail speaker Jack Mitchell on his one-of-a-kind philosophy on customer service and the importance of customer experience for both internal and external customers
2. Discover the latest retail insights that will impact your customers’ experience.
3. Learn how retail is further embracing technology and moving beyond traditional channels and measurement.
4. Discuss how to strengthen the dialog between merchandising, digital, store operations, and marketing.

*A nationally representative sample of shoppers was interviewed between May 1 and May 8 of 2017 to gain insights on their preferred shopping channels, how they differ by category and what future innovations in those channels may have the most positive impact on their customer experience.