Survey: Consumers want digitally integrated stores

Customers value brick-and-mortar stores, but have specific expectations for the in-store experience.

According to a new survey of over 2,000 U.S. consumers from store lifecycle management solution provider Tango, 85% of respondents feel there needs to be a real store experience. However, 83% of respondents want a better seamless online to store experience when making purchases.

As part of this seamless experience, two-thirds of respondents say stores need to change the format of their store to provide a better environment for pickup. Still, a substantial majority (86%) of respondents are satisfied with how most stores have integrated their online presence with the in-store experience, with over one-third (37%) very satisfied and almost half (48%) somewhat satisfied. 

Respondents with a household income of at least $75,000 are more likely to be satisfied with how most stores have integrated their online and physical experience than those earning less, and those with a child in the household (89%) are more likely than those without.

Close to nine in 10 (87%) respondents are satisfied with the options they have for in-store pickup and delivery from stores and/or chain restaurants, with 41% very satisfied, and less than half (46%) somewhat satisfied. Out of this group, consumers 30 years and older are more likely than those 18-29 to say they are satisfied with the options they have for in-store pickup and delivery.

In addition, 84% of respondents are satisfied with how stores have made it easier and/or faster for them to pick up online orders, with 41% very satisfied and 43% somewhat satisfied. Three-quarters (76%) of respondents agree that having the ability to buy online and pickup in store (BOPIS) has been one “positive” of COVID-19.