The digital evolution hasn’t fully disrupted retail, especially when it comes to consumer lifestyle choices about product and services differentiation, function and customization. Customers still prefer to make buying decisions in-person, to inspect a new TV or try on an outfit. This isn’t possible on the internet.
This is especially true for the telecom industry. When a new phone is released, people want to see it, touch it, and compare products in a very real way. After all, it’s something we’re reportedly looking at on average 60 times a day. We also tap, touch or swipe about 4,000 times daily.
Our study showed:
- 55% of consumers rated interacting with products and having the confidence to leave with a working device the same day as the most important reasons to visit a store.
- In the same question, 33% rated having a “face-to-face” conversation as the most important reason to visit a store.
Additionally, the online retail reputation isn’t perfect:
While the majority of consumers (62%) prefer to do their research online:
- 58% say that trusting information, fulfillment-delivery and finding the right products are concerns with shopping online.
- 62% prefer having a “normal” conversation with another human.
So, brick-and-mortar stores still have advantages over online shopping:
- Physical product interaction and immediate stock availability
- Face-to-face customer service with knowledgeable staff