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Research: Bricks drive Clicks

Patrick Kiss Patrick Kiss

A new ICSC survey of over 9,000 consumers in Europe and North America supports the symbiotic connection between the physical and digital worlds and dispels the notion that online channels are eroding the value of brick-and-mortar stores to consumers. 

Key takeaways:

  • Globally, the majority of online shoppers say that when buying online it is important for a retailer to have a physical store presence near their home or work.
  • On average, across Europe, the United States and Canada, nearly two-thirds of Millennial online shoppers say that the presence of a local store is very important or somewhat important, compared with over half for Gen X and over two-fifths for Baby Boomers.
  • Exclusivity, variety of offerings and convenience of collection/returns are the primary motivations for shopping online from an omni-channel retailer.
  • If a retailer they currently patronise closes a local store, roughly two-fifths of consumers would no longer spend their money with that retailer.
  • In Europe, the United States and Canada, the presence of physical stores plays an important role in raising brand awareness and enhancing consumers’ perception of and trust in a retailer.
  • Approximately one-third of consumers would increase the frequency of visits to a known retailer’s website as a direct result of a new store opening near their home or work.
  • Globally, more than four-fifths of consumers would visit an unfamiliar retailer’s website as a direct result of a nearby store opening.
  • If an unfamiliar retailer opened a nearby store, 79% of both European and Canadian consumers and 77% of U.S. consumers would visit both the store and the website, with the majority of these consumers going to the store first.

You can download the complete research report here (pdf file, 285 KB).