Report: Digital, human interaction spurs in-store successes

Omnichannel retailing continues to change customer shopping patterns, but “balance” spurs sales.



More specifically, consumers’ average single-trip spending increases nearly four times when engaged by both in-store staff and the brand’s website, according to a new report from InMoment.



The study is based on responses from more than 25,000 North American consumers about their experiences throughout their shopping journey, from their decision to visit the store to the in-store experience and their feelings post-purchase.



For example, the more help a consumer receives, whether digital or human, the higher the spending. While a balance of digital and human interaction delivers high returns, all interactions make an impact. 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.



Unsurprisingly, 72% shoppers visiting a brand’s website while in a store were younger than 44 years old, with the highest proportion of visitors (26.1%) representing the 35-to-44-year-old demographic, the study said.



“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, VP 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,” he added. “Online store-fronts 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.”