Survey: Consumers use all touchpoints for holiday shopping

Retailers should not overlook brick-and-mortar this holiday season.

According to “Evolving the Customer Experience,” a survey of holiday shoppers from marketing solution provider Resulticks, close to three-quarters (74%) of respondents say they still shop in physical stores as much or more than they did in 2018. Interestingly, nearly one in three (30%) cite enjoyment as a top reason to browse physical stores. 

However, 60% of respondents say they check prices online while shopping in-store to confirm they are getting the best price. Over half (51%) of respondents would ask the store to price-match a better deal online, and nearly three-quarters (74%) would buy something online if the price was lower than in-store. 

In terms of retail shopping experiences, results indicate consumers seek both convenience and personalization. Over half (55%) of respondents state they prefer to try on clothing or see the quality and features in person, and more than half (51%) prefer to avoid shipping costs and delivery times by taking items home immediately. 

Additionally, push notifications drive 43% of respondents to shop in-store and over half (54%) of this year's holiday shoppers report they shop with retailers who accurately suggest products or provide relevant service recommendations tailored to their needs. 

"As consumer holiday shopping behaviors continue to shift, retailers and brands must be equipped to provide the seamless omnichannel experience that consumers desire," said Redickaa Subrammanian, co-founder and CEO of Resulticks. "The results of our study show that consumers want to be understood; if a brand can ensure the path to purchase is enjoyable, seamless and personalized, it can certainly have a positive impact on the retailer's bottom line."

The survey was of 1,001 U.S. consumers.