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Study reveals big consumer preference for physical stores

December 10, 2019

Many more people favor shopping in stores rather than online, according to a Washington State University study.

The survey of Pacific Northwest consumers found that nearly half do most or all of their shopping in a store. In fact, 43 percent of the respondents said they actually prefer that option, while just 17 percent expressed a preference for online shopping, according to the study, by the university’s Carson College of Business.

“Although consumers feel they get a better deal online, the rate they are shopping in stores is remaining steady, supporting the value of brick-and-mortar stores,” said Joan Giese, a Washington State clinical associate professor of marketing. “We’ve found [that] shoppers often find inspiration for gifts while perusing the aisles and value in-person customer service and the ability to see and feel the products.”

Indeed, 68 percent of those surveyed said they prefer shopping in-store because they can see and touch the products, and 44 percent said they get inspiration for gift purchases by visiting a store or a mall.

By Edmund Mander

Director, Editor-In-Chief/SCT

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