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.

Chart by eMarketer. Survey by Capgemini.
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.

Chart by eMarketer. Survey by iVend Retail.
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]

 

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