State of the Cart: Brick-and-Mortar vs. E-commerce

There was a time when the brick-and-mortar retail shop was the protagonist of a business’ story—everything revolved around the physical location of the store or restaurant. The advent of e-commerce disrupted retail and proved a fitting antagonist.

What led to this massive shift in consumer preference? Let’s look at two surveys that provide a bit of insight. Capgemini conducted a study in October of 2019 that conveys consumers’ frustration with long lines at the checkout counter (60%) and product unavailability (48%). Do these statistics reflect your experience?

When was the last time you walked into a supermarket only to see the checkout line bending around the corner? Do you wait it out, or do you go home and order online from Amazon with 2-day shipping (sometimes even one or same-day shipping)?

This phenomenon is confusing in that companies spend millions, if not billions of dollars, to bring customers into their brick-and-mortar locations, but do not adequately think through the purchase experience. Difficulties locating a particular product or a staff member for assistance also ranked among respondents’ top pain points.

Bailey Brand
Chart by eMarketer. Survey by Capgemini.

The second survey, conducted by iVend Retail, clearly shows that 83% of online consumers value a quick and easy checkout. No surprise here. Retailers can and should improve on all areas of their in-store experience including compelling loyalty programs, robust inventory management, transparent pricing, painless returns and knowledgeable employees. However, the checkout line is truly the last chance to make a good impression.

Bailey Brand
Chart by eMarketer. Survey by iVend Retail.

The buyer’s journey begins when a customer pulls up to the store and ends as they leave the parking lot. If you need help making a good impression for your brick-and-mortar store, contact Bailey Brand Consulting at [email protected]


Selected sources: