Why customers will continue to store in stores in the future - despite online shopping

The study conducted in Germany shows that customers love shopping in stores: only ten percent of respondents agree that they will buy all the products they want online at some point. 50 percent would be disappointed if their store were to close. 56% also like to tell their friends and family about their shopping experience, whether good or bad. 55% decide on the basis of their experience whether they will continue to visit a store. An important link to the online world: 59% of customers research products online before buying in-store, 32% do so occasionally. When buying a car, as many as 73 percent research online first.

Why customers buy online: Choice, flexibility, convenience 

The majority of respondents (over 60% in each case) appreciate the flexibility of shopping online, regardless of opening hours, and being able to compare prices. More than 50 percent each like the wider range and the flexibility of location. Half of those surveyed are also inspired by other products when shopping and also value online product information and reviews. Women value these advantages more than their male counterparts. Incidentally, online shoppers are currently more likely to use their desktop than their mobile device, with one in three using both.

Why customers buy in-store: Experience and trust

Despite all the online flexibility, over 60 percent of respondents are bothered by shipping costs, around 55 percent complain about waiting times and 41 percent report shipping problems. No wonder that almost three quarters of bricks-and-mortar shoppers (73%) appreciate being able to see, touch and take products directly from the store. Over 40 percent like the ease of returning products and also like to be inspired by other products in the store. Women generally appreciate these benefits more than men. At the same time, 35 to 65-year-olds prefer to "stroll around" and browse than the younger clientele aged between 18 and 35. But even die-hard online shoppers are drawn to the store on certain occasions: 60 percent are tempted by special sales, 39 percent visit stores during vacations and 37 percent store for gifts. For 29 percent, shopping is also a social experience with friends and family. Young people in particular also like entertainment and events in bricks-and-mortar stores. However, bricks-and-mortar retail is also ahead in terms of advice and trust: good customer service is important for half (51%) and 37% value product samples.

Come, see, take away: Products for daily use 

Everyday products in particular tend to be purchased over the counter. Around 90% of respondents prefer to buy food and personal care products in stores, while the figure is over 80% for household items, 58% for furniture and 49% for cars. Clothing, on the other hand, is already bought online by over 30%, and the same number use online and offline channels equally. Electronic items, on the other hand, are ordered online by 56%, with 21% using both channels. Incidentally, customers generally spend similar amounts online and offline.

Johannes Paysen, Country Manager Germany at GroundTruth, sums up: "Our study shows that most respondents will maintain their purchasing behavior in the future. The last few years have clearly shown that offline retail remains profitable and popular. More and more online retailers are opening brick-and-mortar stores, such as Mister Spex and Notebooksbilliger.de. They have understood that dovetailing online and offline can be used to exploit the advantages of both options."