Consumer shopping behavior is constantly being analyzed by retailers. Retailers have thought for the longest time that consumer trends would veer towards e-commerce and move away from physical brick-and-mortar stores. However, that theory couldn’t be more wrong.
It has been roughly a decade and consumers still prefer shopping in brick-and-mortar stores. A recent survey conducted by TotalRetail.com found that consumers like shopping online but going to a physical store to make the purchase. Omnichannel allows consumers to have a specific item in mind when they arrive at the store but let’s them see and touch it in person before committing to the purchase.
According to the survey, 85 percent of total retail sales occur in physical retail stores. This is due to the “…interactive shopping experience that’s difficult for e-commerce to replicate.”
Omnichannel is the perfect way for retailers to bridge the gap between e-commerce and brick-and-mortar. It allows the two to work together and provide the ideal consumer experience. As a result, retailers find themselves trying to drive more traffic to their websites.
What this means for retailers
Today’s consumers are more complex and require digital, mobile and physical channels when they make purchases. This means retailers need to keep technology, pricing and merchandising at the forefront in order to retain a spot as a top retail contender.
Brick-and-mortar stores need to focus on exceeding consumer expectations with each visit. Installing a people counting system, like the SenSource VIDX, and pairing it with the Vea analytics reporting platform executives are able to properly staff and manage their facility to provide the optimal shopping experience.
Store executives will be able to make better business decisions by understanding consumer traffic patterns and behavior. SenSource technology offers the devices and software to retrieve needed in-store data. This can then be paired with online sales and traffic data to give management the full picture of consumer behavior. Contact a member of the SenSource sales team to see what options are available for your store.
Learn how retailers are analyzing consumer behavior in these other articles:
Clicks To Bricks: A Data-Driven Strategy
Predicting Retail Traffic Patterns
Times Are Changing and So Are Consumer Shopping Habits [Infographic]