Report: Digital and human interactions key to brick-and-mortar success

The more help a consumer receives — digital and human — the more he or she is willing to spend while in the store.



Consumers spend twice as much in-store when they receive assistance from a store associate, according to a new study by InMoment, and 2.2 times more when they surf the brand’s website while in the store. What’s more, a consumer’s average single-trip spend increases nearly four times when engaged by both in-store staff and the brand’s website.



“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, InMoment,a cloud-based customer experience optimization company. “For brands, it’s not about choosing one channel over the other, but rather leveraging each for their unique strengths. It’s the combination of the human and the digital that increases conversions as well as overall brand loyalty.”



Other findings from the 2016 Retail Industry Report include:



* Of consumers who visit a brand’s web site while in a store, 72% were younger than 44 years old, with the largest percentage in the 35 to 44-year-old demographic.



* Consumers ages 18 to 24 are almost twice as likely to visit the brand’s website before a store visit.



* Twenty-five to 34 year olds visit competitor’s website at the highest rate.



* Make sure your website offerings are in line with what’s in the store.



To see the full report. Click here.