DEATH OF PUREPLAY RETAIL

INTELLIGENCE REPORT DEATH OF PUREPLAY RETAIL CONSUMER EXPERIENCE

Stores Provide An Elevated Experience Self-described digital shoppers report that traditional in-store experiences are the most important touch point when considering a purchase, beating all digital channels. Moreover, many of the reasons shoppers prefer brick-and-mortar retail are exclusive to the in-store environment. Sixty percent of consumers cite the ability to see, touch, and try merchandise, 53 percent appreciate the ability to get product immediately, and 33 percent of consumers turn to stores to be certain about the fit and suitability of items.

Death of Pureplay Retail: Reasons That Shoppers Buy In-Store Instead of Online Percentage of Respondents February 2015, n=19,068 Respondents ■ Exclusive to In-Store Shopping ■ Omnichannel

Able to See, Touch, and Try Merchandise

60%

Get Product Immediately

53%

More Certain About Fit/ Suitability of Product

33%

Able to Return Items Easily To Support Local Retailers

22%

13%

Enjoy the Physical Store Atmosphere

13%

12%

Get the Lowest Price

Source: Global PwC 2015 Total Retail Survey, February 2015.

Death of Pureplay Retail: Importance of Select Channels When Making a Purchase According to Digital Shoppers, Worldwide June 2014 ■ Offline Channels ■ Digital Channels

Traditional Store Experience

72%

67%

Site

53%

In-Store Technology

Email

48%

Mobile App/ Mobile Web

42%

36%

Social Media

Source: “Digital Shopper Relevancy Report 2014,” Capgemini, September 2014.

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January 12, 2016