According to a global survey by consulting firm Accenture, 46% of shoppers say they will be shopping online more in the future, while 28% say they’ll shop more in store, but fewer say that online shopping is more convenient.
A whopping 91% of shoppers surveyed said that completing a purchase is more convenient in the store than online or via mobile, and many value the ability to “webroom” — browse online and purchase in store.
Technology, the study found, enables customer loyalty, but the reasons for loyalty remain: good customer service, convenient location, product availability, and price. Accenture surveyed 15,000 consumers in 20 countries and had them rank their shopping experiences in all channels.
As retailers race to improve their web and mobile shopping technologies, it appears from this survey that the fundamentals of consumer loyalty and preferences remain. Furthermore, the physical store may be poised to regain its footing as the preferred way for consumers to shop, provided retailers take care of those fundamentals.