Raydiant, the leading in-location experience management platform for brick-and-mortar enterprises, today released the findings from their third annual State of Consumer Behavior Report.
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The report surveyed 1,000 U.S. consumers on Jan. 5, 2022, with a goal of better understanding the evolving habits, preferences, and behaviors of consumers shopping both online and offline.
Bobby Marhamat, CEO of Raydiant, said: “The findings confirm our belief that brick-and-mortar is not dying, it’s simply evolving, and that the retailers who are focused on creating true in-store experiences are positioned to thrive as the retail landscape continues to evolve.”
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Key Findings:
- In-store shopping remains a preference for many consumers. Shoppers’ tastes were divided nearly evenly between in-store and online shopping, with 44.4% of consumers preferring to shop in-store
- Appealing experiences remain the primary driver of in-store shopping. The largest segment of respondents—27.6%—cited the allure of in-store experiences as their primary reason for shopping in stores.
- Shoppers’ tolerance for poor in-store experiences remains low. 54.6% of respondents have abandoned a brand because of a single bad in-store experience.
- Addressing supply challenges must be a priority for brick-and-mortar establishments in 2022. For 31.9% of consumers, product selection and variety are the greatest factors in the quality of an in-store experience.
- Consumers have provided the recipe for how stores can win their business. Shoppers suggest exclusive in-store deals, fun experiences, and top-notch customer service as ways to attract their business.
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