STUDY: Combination of Digital and Human Interactions Key to Brick-and-Mortar Success

October 12, 2016

  • New InMoment study reveals impact of shoppers’ in-store experiences on spending 
  • 2x increase when shoppers surf brand’s website while on site; 4x bump when they engage with both digital and staff

SALT LAKE CITY (Oct. 12, 2016) — Consumers spend twice as much in-store when they receive assistance from a retail sales associate and 2.2 times more when they visit the brand’s website in-store, according to new data from cloud-based customer experience (CX) optimization leader InMoment.

In its 2016 Retail Industry Report, InMoment surveyed more than 25,000 North American consumers on their experiences throughout their shopping journey, from their decision to visit the store to the in-store experience and their feelings post-purchase. The report found that a consumer’s average single-trip spend increases nearly four times when engaged by both in-store staff and the brand’s website. This indicates that the more help a consumer receives, whether digital or human, the more he or she is willing to spend.

Other key findings include:

  • Consumers that visited another brand’s website while in store spent, on average, 1.2 times more than those who did not.
  • Of those who visit the brand’s website while in a store location, 72 percent were younger than 44 years old, with the highest proportion of visitors (26.1 percent) coming from the 35-44 year old demographic.
  • Consumers ages 18-24 are almost twice as likely to visit the brand’s website before a store visit when compared to all other age groups. 

“Despite fears that brick-and-mortar buying might lose its relevance, in-person shopping has transformed into an omnichannel opportunity to sell more, and deepen customer relationships,”  said Dr. Paul Warner, vice president, consumer and employee insights at InMoment. “For brands, it’s not about choosing one channel over the other, but rather leveraging each for their unique strengths. Online storefronts can showcase selection, while your people can provide personalized care. It’s this combination of the human and the digital that increases conversions as well as overall brand loyalty.”

The study also includes insights on consumers’ shopping habits across industries. According to the report, the technology and entertainment sectors saw the largest increase in spend (3.9 times greater) when consumers reported having an interaction with staff versus those who did not. Fashion retailers in particular saw a significant increase in spend (more than 2.5 times) when consumers engaged with a competitor’s website and interacted with staff. 

To download the study, please visit the InMoment Library

About InMoment
InMoment™ is a cloud-based customer experience (CX) optimization platform that helps brands leverage customer stories to inform better business decisions, and create more meaningful relationships with their customers. Through its Experience Hub™, InMoment provides Voice of Customer (VoC), Social Reviews & Advocacy, and Employee Engagement solutions, as well as strategic guidance, support, and services to more than 350 brands in 95 countries. For more information, visit http://www.inmoment.com.

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