In today’s post-pandemic world, brick-and-mortar retail has surprisingly made an incredible comeback. At one point, as consumers stayed home and shopped online, the future of physical stores was called into question. Yet now many retailers are welcoming in customers who seek an experience or the chance to see and touch merchandise before making a purchase.
Recent data provides further insight into this intriguing trend. More than half of consumers (56.6%) report a preference to shop online, according to a survey by Raydiant, a media management platform. During the fourth quarter of 2022, however, the U.S. Department of Commerce reported that e-commerce purchases only accounted for 14.7% of total sales. Thus, even as customers lean into online transactions for convenience, they are still walking through doors and having in-person interactions for certain purchases.
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