Online and offline are mixing for in-store purchases

Published on: June 12, 2019 / Update from: June 12, 2019 - Author: Konrad Wolfenstein

Most digital shoppers bring the online world into the shopping experience. Two-thirds of traditional online shoppers searched for personal promotional offers and discounts on their devices. The RIS News study found that several different online consumer behaviors feed into the physical retail experience, including checking sales and promotions available to all customers, price comparison and product research.

Smartphones act as the perfect shopping companion, bringing some of the convenience shoppers who search online into physical retail. Contrary to the popular notion that retail is dead, retail is transitioning into the hybrid world. Some marketers are recommending that brick and mortar (B&M) stores offer WiFi and equip their distribution partners with tablets or smartphones so they can best serve consumers' hybrid shopping habits.

• Verifying promotional offers/discounts offered only to me – 66%
• Checking sales and promotions available to everyone – 61%
• Check Prices – 57%
• Product research – 36%
• Navigate through the branches – 15%
• Ordering and paying for a product – 14%

Most digital buyers are bringing the online world into the brick-and-mortar shopping experience. While in person, two-thirds of traditional online shoppers searched for personal promotional offers and discounts on their devices. The study by RIS News found that several different online consumer behaviors bled into the physical retail experience including, checking sales and promotions available to all customers, comparing prices, and researching products.

Smartphones act as a perfect shopping companion, bringing some of the convenience shoppers looks for online into the physical retail space. Unlike the common perception that retail is dead, retail is transitioning into the hybrid world. Some marketers are recommending that brick-and-mortar stores offer WiFi and equip their sales associates with tablets or smartphones so that they can best serve the hybrid shopping habits of consumers.

• Check promotional offers/discounts offered just to me – 66%
• Check sales and promotions available to everyone – 61%
• Check prices – 57%
• Research products – 36%
• Navigate the stores – 15%
• Order and pay for a product – 14%

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