Most Consumers Prefer Retailers With Both Physical, Online Presence


Tysons, VA — In excess of 70 percent of shoppers report a preference for making purchases, whether online or in-store, from retailers offering both a brick-and-mortar and online presence, according to DXC Technology Co. In comparison, less than 30 percent of consumers shop primarily internet-only retailers.

Further, online showrooms strengthen brick-and-mortar locations, as 36 percent of consumers buy in-store after exploring products online, according to the IT services provider.

Additionally, 94 percent of shoppers say help from a store associate gives them a sense of confidence that they are buying the right product. In fact, consumers report being more satisfied when making in-store purchases as opposed to buying from a pure-play ecommerce outlet.

“Winning the customer can be daunting so retailers should leverage their advantages and double down on their strengths,” says Vijay Iyer, vice-president and general manager, Americas Consumer Industries and Retail, DXC Technology. “If you are an omnichannel retailer, you need to tenaciously focus on in-store services that deepen and strengthen your engagement with customers. If you are an ecommerce retailer, you need to lead with the convenience factor and use artificial intelligence to predict consumer behavior.”

DXC Technology also reports that most consumers rely on customer ratings and reviews when making purchase decisions, establishing a need to deploy multipurpose interactive devices in stores that can offer shoppers relevant information and curated content.