Brick-and-mortar is alive and well.

But despite the fulfillment that consumers get from a thoughtful in-store experience, they’re likely covertly checking their phones for a better price on products in the fitting room.

According to a new report from research and marketing solutions firm Resulticks, close to three quarters (74 percent) of shoppers say they’re shopping in physical stores as much or more than they did last holiday season. What’s more, nearly one-third (30 percent) cited enjoyment as their top reason for making the trek to their local mall or shopping center.

Despite the rising popularity of the in-person shopping experience, consumers still have one foot in the digital realm.

The majority (60 percent) of holiday shoppers admitted to checking prices online while thumbing through racks to confirm they’re getting the best deal. If they find a product cheaper online, more than half (51 percent) are apt to ask the store to price match. Nearly three quarters (74 percent) copped to buying products online if they found a better price.

While the numbers highlight retailers’ need for thorough and deliberate omnichannel strategies, physical shopping has undeniable—and irreplaceable—benefits for consumers.

More than half (55 percent) of shoppers told Resulticks they prefer to try on clothing and assess its quality and features in the flesh, and 51 percent said they strive to avoid shipping costs and delivery times by buying from physical stores.

Notably, push notifications drive a large margin of consumers (43 percent) to shop in stores, and more than half (54 percent) said they were more likely to shop with retailers that accurately recommended products and services tailored to their individual needs.

“As consumer holiday shopping behaviors continue to shift, retailers and brands must be equipped to provide the seamless omnichannel experience that consumers desire,” Resulticks co-founder and CEO Redickaa Subrammanian said.

“The results of our study show that consumers want to be understood; if a brand can ensure the path to purchase is enjoyable, seamless and personalized, it can certainly have a positive impact on the retailer’s bottom line,” she said.

Courtesy: Sourcing Journal