Shoppers today mix online and in-store shopping to get the best of both worlds. Here's what drives their decisions:
Businesses that blend online and in-store experiences - like offering BOPIS, price matching, and digital tools in-store - can better meet these evolving shopper preferences. The key is creating a seamless experience that works for both channels.
Understanding what influences shopping decisions is essential for tailoring your business to meet customer expectations. Three major factors consistently shape these choices: convenience and access, product type and touch requirements, and pricing and deals. These elements guide the shopping journey, offering insights into consumer behavior across various scenarios.
Convenience is a top priority for shoppers, ranking just behind price and quality. In a survey, 82% of respondents identified convenience as highly important, with Millennials (87%) and Baby Boomers (77%) placing particular emphasis on it [4]. Online shopping is especially valued for its 24/7 accessibility - 44% of shoppers cited the ability to make purchases anytime as a key benefit [2]. This means that your online store can generate sales at all hours, whether it's during a late-night browse or a quick lunchtime purchase.
For in-store shopping, convenience takes on different forms. Seventy percent of shoppers prioritize store location, 69% appreciate quick navigation and checkout processes, and 64% value the ability to access items quickly. Preferences also vary by generation: Gen Z tends to favor nearby stores, Millennials and Gen X lean toward flexible timing and delivery options, and Boomers often seek personalized service [4]. Notably, 77% of shoppers prefer in-store visits for perishable goods, highlighting the importance of immediacy and quality assurance for certain product categories.
The nature of the product heavily influences where people choose to shop. Familiar items are often purchased online since customers already know what to expect. On the other hand, unfamiliar or high-consideration products drive shoppers to physical stores, where they can see, touch, and test items before committing [1]. Nearly half of consumers prefer in-store shopping for the tactile experience and the instant gratification it provides. Additionally, trust plays a critical role - 92% of shoppers only buy from retailers they trust, and 94% conduct thorough research before making significant purchases [3].
To cater to these preferences, consider offering well-known, branded products online at competitive prices, while showcasing new or complex items in-store. Once customers become familiar with sensory products, they often transition to ordering these items online for convenience.
"A human touch also imbues experiences and products with special significance and thus increases peoples' perception of the value of those experiences and products." – Adam Waytz, Psychologist and HBR Author [3]
Price remains a cornerstone of shopping decisions, with 65% of customers identifying it as a key factor. Additionally, 29% value the ability to compare prices and reviews online [2]. Retailers can leverage channel-specific pricing strategies to attract different types of shoppers. Online-exclusive promotions appeal to those seeking deals and convenience, while in-store discounts drive foot traffic [2].
Coupons are another draw, with 48% of shoppers appreciating easy-to-use discounts. Gen Z shoppers are more likely to use online promo codes, whereas older generations often prefer traditional in-store promotions and loyalty programs [4]. The broader product variety available online also appeals to 39% of shoppers, as it allows businesses to offer a diverse inventory without the space limitations of a physical store [2].
To succeed in pricing across channels, it’s important to recognize the distinct value propositions of online and in-store shopping. Online customers often pay for the convenience and broader selection, while in-store shoppers prioritize immediate access and personalized service.
Today's shoppers no longer limit themselves to just one way of shopping. Instead, they combine online and in-store experiences to get the best of both worlds. This shift in behavior highlights the growing need for businesses to adapt and support these blended shopping habits.
One of the most popular mixed shopping behaviors is webrooming - where customers research products online but make the final purchase in-store. This practice is widespread, with 87% of shoppers researching online before buying in a physical store [9]. In the U.S., 40% of shoppers research online but prefer to purchase in-store, and 33% use their smartphones to look up products while physically shopping [5].
These customers come prepared. They’ve already compared prices, read reviews, and gathered enough information to feel confident about their purchase before stepping into the store.
To turn these informed online researchers into in-store buyers, your online presence needs to shine. Include detailed product descriptions, high-quality images, customer reviews, and transparent pricing. Also, focus on improving your local search visibility - many shoppers search for nearby stores after doing their online homework.
As Craig Dubitsky, founder of Hello oral care and Eos lip balm, says: "Transparent is the new black" [6]. Whether people shop online or in-store, they want all the information upfront. Businesses that embrace this transparency can better align their online and in-store strategies.
While webrooming remains the dominant trend, showrooming - browsing products in-store but purchasing them online - has also gained traction. The numbers tell the story: 69% of shoppers prefer webrooming, while 46% engage in showrooming [8]. Each behavior requires a tailored approach to meet customer expectations.
Webroomers value the chance to see and touch products before buying. They often prefer the convenience of immediate in-store pickup or same-day possession. To cater to this group, focus on creating an outstanding in-store experience. Train your staff to be helpful and knowledgeable, use clear signage or QR codes for product details, and offer services like Buy Online, Pick Up In-Store (BOPIS).
Showroomers, on the other hand, are more likely to leave your store to buy elsewhere online. To keep them loyal to your brand, offer incentives like price matching, exclusive in-store discounts, or unique bundle deals available only at your store.
Some retailers have found creative ways to embrace showrooming. Take Bonobos, for example. They operate Guideshops where customers can book appointments, try on clothes, and have their purchases shipped to their homes. Similarly, Clearly allows customers to meet with optometrists and try on glasses in-store before having their orders delivered [7].
For a high-tech twist, look at Farfetch's London store, which blends online and in-store experiences seamlessly. They’ve introduced connected clothing racks, touch-screen mirrors, and sign-in kiosks that pull customers’ online data into the in-store experience. Smart mirrors even let shoppers request different sizes or make payments without leaving the dressing room [9].
Rather than resisting these hybrid shopping patterns, businesses that embrace them often see positive results. For example, 67% of click-and-collect customers make additional purchases when picking up their orders in-store [9]. This shows that integrating online and in-store strategies can not only meet customer expectations but also boost sales.
The goal isn’t to push shoppers toward one specific channel - it’s to create a seamless journey, no matter how they choose to shop.
Catering to both online and in-store shoppers requires blending digital and physical solutions effectively. Here’s how to create a seamless shopping experience that keeps customers coming back, no matter how they choose to shop.
Buy Online, Pickup In-Store (BOPIS) combines the ease of online shopping with the instant gratification of in-store pickup. This approach is increasingly popular, with 72% of U.S. consumers more likely to shop online with retailers offering BOPIS options [12]. In fact, BOPIS sales are expected to surpass $150 million by 2025 [10]. Retailers also save up to 28% on order processing and fulfillment costs by skipping home delivery [13].
Some success stories highlight its potential: Nordstrom saw BOPIS account for 10% of Nordstrom.com demand - a 2% increase from the prior year [10]. Similarly, Parachute experienced a 500% boost in BOPIS revenue over four years, hitting record highs in Q4 2024 [11].
To implement BOPIS effectively, focus on these essentials:
"With Shopify POS, we now have a single point of truth for our inventory, which makes everything flow much more smoothly" [11].
To enhance BOPIS further, consider integrating digital tools into your in-store environment.
Digital tools can bridge the gap between online and in-store shopping, making the experience smoother for customers. These tools reduce friction and enhance interaction across both channels.
QR codes are making a comeback, with over 25 million scans recorded in the U.S. in 2022 [14]. They’re particularly effective since 95% of shoppers prefer to browse without assistance [14]. Use QR codes on displays to share product details, customer reviews, or styling tips. For example, Heinz used QR codes on their eco-friendly packaging to guide customers to an online trivia quiz promoting their sustainability message [16]. Similarly, Diesel uses QR codes on denim products to verify authenticity [16].
Interactive kiosks are another useful addition. McDonald’s reported a 20% increase in average order size after introducing kiosks, along with better order accuracy [15]. These kiosks allow customers to browse inventory, compare products, or access extended catalogs.
Mobile payment options are also gaining traction. Decathlon’s "Scan and Go" feature lets customers scan QR codes on price tags and pay directly through their app, cutting down on wait times [16].
For managing crowds, virtual queuing systems like Puma’s WhatsApp-based solution allow customers to join queues remotely, track their position, and receive notifications when it’s their turn [15]. This can be particularly helpful during busy shopping seasons.
When choosing digital tools, focus on those that solve customer pain points, provide useful information, and save time.
While in-store improvements are vital, a robust local online presence can significantly boost engagement. With 46% of Google searches seeking local businesses and 50% of those searches leading to a store visit within a day [18], local SEO is a must for driving both online and in-person traffic.
Start with Google Business Profile optimization. Since 84% of Business Profile views come from discovery searches [17], ensure your profile is complete with accurate details like your address, phone number, business hours, and services.
Adding high-quality photos can make a huge impact. Businesses with over 100 photos see 520% more calls, 2,717% more direction requests, and 1,065% more website clicks compared to the average [17].
Customer reviews are another key factor. Sixty-four percent of customers use Google Business Profiles to find contact information [19], and 62% will leave a review if asked [17]. Develop a strategy to request and respond to reviews, as this builds trust and improves rankings.
Use local keyword optimization to target location-specific searches like "best coffee shop in downtown Portland" or "furniture store near me." Incorporate your city, neighborhood, and nearby landmarks into your website content and meta descriptions.
Lastly, ensure consistency across platforms. Your business name, address, and phone number (NAP) should match across your website, Google Business Profile, social media, and local directories.
For businesses needing extra support, services like Humble Help specialize in Google Business Profile optimization and local search strategies, helping small businesses enhance their visibility and attract more customers.
Shoppers today don’t stick to just one way of shopping - 73% use a mix of online and in-store experiences [9]. Gone are the days of choosing between the two; businesses now need both to stay competitive.
The numbers speak for themselves: companies with strong omnichannel strategies retain 89% of their customers, compared to only 33% for those that don’t [9]. With 87% of shoppers researching online before heading to a store [9] and 67% of Americans using click-and-collect services [9], it’s clear that treating online and in-store as separate worlds is no longer an option.
Success lies in connecting these channels seamlessly. Unified customer profiles allow businesses to offer personalized experiences both online and in-store. Real-time inventory systems ensure customers aren’t disappointed by out-of-stock items, while loyalty programs that work across all platforms keep shoppers engaged. These tools make it possible to create a consistent and satisfying experience, no matter how customers choose to shop.
"The sooner we drop the 'e' out of 'e-commerce' and just call it commerce, the better."
While technology ties everything together, it’s the human touch that keeps customers coming back. Well-trained staff who can handle both digital tools and in-person interactions ensure that every customer receives excellent service - whether they’re shopping online, in-store, or both.
As consumer preferences shift, businesses must stay flexible. For example, click-and-collect is expected to make up nearly 20% of all e-commerce spending by 2027 [9]. Companies that adapt to these trends will be better positioned to capture new opportunities. The goal isn’t to be perfect - it’s to create a smooth and enjoyable shopping experience that works for both online convenience seekers and those who love browsing in-store.
Every customer interaction should feel like part of a larger, cohesive relationship. Aligning online efficiency with in-store personalization is the foundation of modern retail success, offering the best of both worlds to today’s savvy shoppers.
For small businesses looking to build their omnichannel strategy, tailored solutions from Humble Help can make all the difference.
To effectively merge online and in-store shopping, businesses should implement an omnichannel strategy that seamlessly integrates both experiences. One practical example is offering Buy Online, Pick Up In Store (BOPIS) services. This approach combines the ease of online shopping with the instant gratification of picking up purchases in person. It's equally important to maintain consistent branding and messaging across all platforms to create a cohesive and hassle-free customer journey.
Another way to elevate the shopping experience is by adopting a 'phygital' approach, which blends the physical and digital aspects of retail. Features like contactless payment options, personalized product recommendations, and real-time inventory updates cater to modern shoppers' expectations for convenience and personalization. These strategies not only make shopping more enjoyable but also help businesses build stronger customer loyalty and increase sales.
Shoppers often choose between webrooming and showrooming based on a mix of practical and personal preferences. Here’s what influences their decisions:
By understanding these tendencies, businesses can refine their approaches to cater to shoppers both online and in physical stores.
Digital tools are transforming how we shop, especially for those who enjoy combining online convenience with the in-store experience. Features like interactive displays, augmented reality (AR), and mobile apps are making shopping more engaging and personalized. For instance, AR enables virtual try-ons, letting you see how a product looks or fits before making a purchase. Meanwhile, mobile apps keep you informed with real-time inventory updates and even offer personalized discounts tailored to your preferences.
Retailers are also leveraging data analytics to gain insights into customer behaviors and preferences. This deeper understanding allows them to create shopping experiences that feel more personal and satisfying. By merging the ease of online shopping with the tactile and social elements of visiting a physical store, these tools not only make shopping more enjoyable but also encourage customers to return more often. It’s a win-win for shoppers and retailers alike.
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