Ready for this? Most shoppers prefer to buy from stores, not online

But – gulp! – there's a catch!

Despite the ease and convenience of online shopping, “the majority of American consumers still choose brick-and-mortar stores over e-commerce.”

Why? According to Retail Dive’s Consumer Survey* of 1,425 U.S. consumers, there are three main reasons:

1. “To see, touch, feel and try out items” is the top reason 
2. Shoppers also want it now and want it fast; they want “to take items home immediately.” 
3. One in five consumers cites easy returns  

Refreshing, isn't it? Shoppers want a shopping experience, in a real store. And it confirms that Amazon is nowhere close to being the only game in retailing. (If only everyone would quit hyperventilating.)

But, there is a far more sobering message here about today's very demanding shoppers. Retailers are expected to deliver on ALL fundamentals of retailing (the "right product", "right price", etc), ALL the time!

Assuring customers that "we can get that for you in just a couple days" won't satisfy. (After all, they have the web for that!) You must be in stock, with exactly what the customer is  looking for, whenever she comes into your store. 

And oh yes, be sure it is offered in a compelling shopping experience!

Yikes! Some may call these expectations crazy. Or call the shoppers entitled. 

We call it the New Normal. And like it or not, relish the challenge – or close the doors.

• Time to be nimble and quick.
• Have much better inventory control.
• Raise turns.
• Be smart about markdowns.
• Make all your stores compelling places to be.
• And above all else, keep having fun!

However, who better to meet that challenge than independent retailers? 

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Retail Dive's Consumer Survey, sponsored by iQmetrix