A new study by Ryder System revealed that in-store shopping is making a comeback, with consumer sentiment up 21%. While online shopping is still the number one choice, many shoppers are slowly turning to physical stores, showing a growing desire for a balance between digital and in-person experiences.
According to the study, consumers want both the convenience of online shopping and the tangible experience of browsing in stores, underscoring the importance of a solid omnichannel strategy for retailers.
“Retail and e-commerce continue to evolve. The emergence of e-commerce and growth of omnichannel fulfillment, particularly over the past four years, has altered consumer expectations and behavior dramatically and will continue to do so as time and technology allow,” Jeff Wolpov, senior vice president of e-commerce for Ryder.
As many as 61% of shoppers report shopping in-store because they enjoy the experience of trying on items and comparing products, up 21% from the previous year. Moreover, 35% prefer in-store shopping to avoid waiting for online deliveries, and 15% want to avoid package theft, both up from last year.
In addition, consumers are increasingly inclined to purchase apparel and cosmetics in person. 54% of apparel shoppers and 41% of cosmetic buyers said they prefer physical retail locations, a 9% rise for both categories compared to the prior year.
For the first time since 2020, more consumers have preferred returning online purchases in-store rather than by mail. As many as 55% said they would rather handle returns in person, and 40% admitted they make additional purchases when returning or picking up items in-store.
The study also revealed that 77% of shoppers search for products on their mobile devices while shopping in-store, with 69% comparing prices at nearby stores and 58% checking availability elsewhere.