There is no gain saying the fact that brick-and-mortar retailers are facing dwindling fortunes in terms of turnover. However, majority still do their shopping in-store despite the fact that the average customer prefers to have more information before making a purchase. In other words, the retail industry has undergone tremendous changes over the past century, with increasing number of consumers combining various value spectrum when it comes to shopping.

How digital influences in-store shopping

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With the advent of digital, shopping behaviors of consumers have also changed dramatically. For instance, the average fashion consumer today uses up to 5 channels to shop. Since digital and other shopping channels will only continue to grow, marketers will have no option than to look for ways of improving their digital strategies if they want to stay ahead of the competition. There is certainly no doubt that digital is booming, and it is certainly influencing in-store purchases. According to InvespCRO, every $0.87 dollars spent in a store is influenced by a digital interaction. And when we consider online sales, being the primary growth of retail, we find that the impact is even greater. In short, digital influence on in-store purchases is too big to be ignored by any serious marketer.

One disadvantage with relying purely on in-store sales is that there are minimal interacts with the customers who come to the store. This makes it difficult for retailers to provide personalized services to their customers. But with online channels such as website, social media and blogs makes it possible to know your customers on a deeper level. Likewise, customers find online channels more convenient when it comes to finding, purchasing and receiving products. The customers can use their smartphones or desktops and go online and search for specific products based on their preferences and get exactly what they want. They no longer have to content with whatever item they find in the stores. That is why the competition is no longer coming from that giant rival across the street but from a myriad of smaller players from all over the world.

Merged consumer behavior

Today, even durable goods such as cars, bathtubs, stereo systems, vacuum cleaners, refrigerators, and even security lights have apps have ensured that there will be even more online purchases/product researches than ever. In other words, products that were previously thought to be exclusive reserved to be bought offline are becoming online. Consumer purchase behaviors are changing, thanks to digital. This emerging consumer purchase behavior has dramatically changed the retail rules. However, this is not to say in-stores have become obsolete. On the contrary, digital seems to have complimented offline shopping.