Shoppers spend 2.2 times more when they visit another brand’s website in-store.
Retailers looking to improve the customer experience to boost sales should heed the results of a recent survey. Consumers spend twice as much in-store when they receive assistance from a retail sales associate and 2.2 times more when they visit the brand’s website in-store, according to new data from cloud-based customer experience (CX) optimization leader InMoment.
In its 2016 Retail Industry Report, InMoment surveyed more than 25,000 North American consumers regarding the various phases of their shopping journey, from their decision to visit the store to the in-store experience and their feelings post-purchase. Significantly, the report found that a consumer’s average single-trip spend increases nearly four times when engaged by both in-store staff and the brand’s website. That means that combining digital and human assistance will boost the amount a consumer is willing to spend in-store.
“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, vice president, consumer and employee insights at InMoment. “For brands, it’s not about choosing one channel over the other, but rather leveraging each for their unique strengths. Online storefronts can showcase selection, while your people can provide personalized care. It’s this combination of the human and the digital that increases conversions as well as overall brand loyalty.”
And the study also found that when a consumer visits another brand’s website while in store, on average they will spend 1.2 times more than shoppers who did not.
Age also plays a role in customer habits. Of those who visit the brand’s website while in a store location, 72 percent were younger than 44 years old, with the highest proportion of visitors (26.1 percent) coming from the 35-44-year-old demographic, while consumers ages 18-24 are almost twice as likely to visit the brand’s website before a store visit when compared to all other age groups.
And consumers’ shopping habits also varied by industry, according to the data. The technology and entertainment sectors saw the largest increase in spend (3.9 times greater) when consumers reported having an interaction with staff versus those who did not. Fashion retailers in particular saw a significant increase in spend (more than 2.5 times) when consumers engaged with a competitor's website and interacted with staff.
