Shoppers feel that they get a better retail experience online than in-store—including better service, more perks and rewards, and the ability to make smarter purchasing decisions, according to new findings from WSL. This data was derived from the Company’s recently conducted Digital Shopper Focus Group which gathered 11 frequent shoppers of both online retail sites and brick-and-mortar stores for a conversation about how ten-plus years of online shopping has changed consumer expectations in-store.
“Shoppers have learned how to find what they want quickly online, searching by category, brand, and style, while accessing product information, comparing features, checking prices, finding coupons, and getting help on the spot,” said Wendy Liebmann, CEO of WSL. “By comparison, traditional retail experiences are no longer good enough. Retailers now have an opportunity, and a challenge, to create a brick-and-mortar environment that cannot be duplicated online.”
Candace Corlett, president, continued, “This holiday season, savvy shoppers will be leveraging every channel they can in order to find the best gifts and the best value. With 60% of consumers now shopping online, this season will be a fitness test for retailers – those who are able to provide the best selection, service, information and rewards, as well as best price, in every channel, will win.”
“The ability to create a meaningful in-store experience, especially at holiday, is a key factor that gives brick-and-mortar stores an edge over the internet,” added Corlett. “Creating a retail environment that reflects the magic of the season, in a big way, not just a burst of cheer at the store entrance, gets shoppers in the holiday spirit, a feeling they just can’t get online.”