In-store shopping sentiment on rise, consumers expect omnichannel experience

In-store shopping sentiment is up 21%, according to a Ryder System Inc. annual e-commerce study, and while consumers have a robust appetite for online shopping they are embracing in-person shopping.

The fact consumers want a blend of physical and digital convenience underscores the important of retailers having an omnichannel strategy, according to a press release on the findings.

"Retail and e-commerce continue to evolve," Jeff Wolpov, senior vice president of e-commerce for Ryder, said in the release. "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."

The 2024 study, "The Influence of Omnichannel Excellence on Consumer Behavior," polled 1,306 U.S. shoppers.

Additional findings include:

• 61% of survey participants report shopping in-store specifically because they enjoy the experience (e.g., trying items on, comparing products, etc.), up 21% compared to last year's study. Additionally, 35% said they shop in-store because they don't want to wait for online orders in the mail (+4%), and 15% shop in-store to avoid package theft (+8%).
• When purchasing apparel and cosmetics products, shoppers are more inclined to make purchases in a physical location than they were last year. Forty-one percent of shoppers who buy cosmetics said they prefer to do so either in a brand's physical retail location or a department/convenience store (+9%). As for apparel shoppers, 54% prefer to buy clothing in those same brick-and-mortar locations (+9%).
• Fifty-five percent of shoppers (+15%) said they would rather return online purchases in-store — the first time since early 2020 the preference to buy online return in-store has outweighed returning via mail. Forty percent of shoppers said they often make additional purchases when picking up or returning online purchases in-store (+2%).
• This year's survey reveals 77% of consumers search for items on their mobile devices while in a store. Sixty-nine percent compare prices with items in nearby stores, 58% check availability at other stores, 31% want to learn more about a product and 17% want to see other items frequently purchased with a product they're considering.

"Omnichannel strength is not a fad; it is a strategic necessity for e-commerce and retail businesses to stay competitive and achieve sustainable success in 2024 and beyond," Wolpov said in the release. "The findings from this year's study underscore what we know our customers are experiencing, which is the positive impact of integrating supply chain technology solutions across their sales channels, enabling them to provide their customers with flexible, convenient options to personalize their experience and heighten customer satisfaction."