A New Dawn For The Brick-And-Mortar Retailers As Online Discount Hype Drops

BENGALURU: Although online shopping may be more convenient, shoppers still prefer to make their purchases inside an actual store; new research finds.

Nearly 40 percent of consumers make purchases inside a physical store at least once a week, compared to just 27 percent who do the same online, according to PwC's annual consumer survey.

Even though online shopping may be more feasible than going to a store, many different factors are driving shoppers' decisions to make the trek out to a store. The research found that 65 percent of consumers said they shop in-store to avoid delivery fees, while more than 60 percent said it allows them to have the item immediately. Additionally, 61 percent said they like trying on the item or seeing it in person before buying it.

Other reasons shoppers prefer brick-and-mortar shopping include that they like to support local businesses and it makes returns easier. Despite their preference for buying things in-store, consumers are still using online outlets as part of their shopping process. Nearly three-quarters of those surveyed spend time browsing products online before buying them at a physical store.

"For the past several years, the story around retail stores was 'show rooming,' in which stores were places to display items for online purchase," Steven Barr, PwC U.S. retail and consumer practice leader, said in a statement. "However, this year's survey results reveal that the online shop has also become a showroom where shoppers research and compare prices for later, in-store purchases."

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