Physical Store Beats Online As Preferred Purchase Destination For U.S. Shoppers

Physical stores are still primary destinations for shoppers, according to PwC’s annual consumer survey, Total Retail: Retailers and the Age of Disruption. Based on a survey of more than 19,000 respondents globally, the report reveals that the physical store remains the retail touch point with the highest frequency, driving retailers to transform in-store experiences with differentiated storefronts that turn stores into ultimate shopping destinations. According to the survey, only 27% of U.S. consumers say they shop online weekly. Reserving the strength of the traditional store, 68% of U.S. respondents say they have browsed products at a store but decided to purchase them online, while 73% say they have browsed products online but decided to purchase them in-store. Sixty-five percent of the respondents noted delivery fees as the reason for purchasing in-store, as well as having the item immediately (61%), and trying it on/seeing it (61%).
Steven Barr, PwC U.S. Retail & Consumer Practice Leader, said, “As online shopping continues to grow at the expense of store visits, we expect the premium in the future may be on creating unique, brand-defining store and online experiences that keep consumers coming back.”