The Increasingly Digital Nature of In-Store Shopping

In a world where virtually all purchases can be completed on a laptop or smartphone, why do we continue going to physical stores at all?

The answer must lie, at least partially, in the fact that there is no real substitute for the ability to view or handle a product in person prior to purchase. As consumers, we have a need for some physical dimension of the shopping experience that will never entirely disappear.

But that doesn’t mean we should abstain from the benefits of the digital age, even on trips to the store. After all, whether you’re shopping for food products or consumer electronics, you’re generally only a few clicks away from a wealth of information about your potential purchases, ranging from brand-provided content to honest reviews from fellow customers. Then there is the importance of online price checks—for many, a fixture of life in financially uncertain times.

Recent research from Profitero includes some illustrative stats.¹

• 8 in 10 shoppers say their retail purchases are digitally influenced
• 6 in 10 are more likely to discover new products browsing online—not at the store
• 7 in 10 are more likely to buy a product on the basis of online content and reviews—not in-store signage or displays
• 4 in 10 perform research about a product on Amazon before going to the store

Another interesting finding is that, when it comes to pre-shopping research, the digitally influenced shopper trusts Walmart.com over other retailer websites and apps.²

Clearly, this puts a premium on quality online content, which brands should make sure to reflect in the time, creativity, and budget allocated to their digital presence. This presence, in turn, should generally encompass multiple channels—not just Amazon or Walmart.

In other words, wherever the customer goes, the brand should be there to meet them.

But it isn’t just customers and brands who are thinking more digitally.