6 Reasons Customers Prefer to Shop In-Store Over Online

A new report from BI Intelligence, announced today, explores the top five in-store technologies that represent the future of retail.”

But what immediately struck me -- without downloading the full report itself -- was the graph (shown above) listing PwC’s 6 reasons why customers prefer to shop in-store instead of online. These reasons are as follows:

  1. I am able to see, touch and try merchandise (60%)
  2. To get the product immediately (53%)
  3. I’m more certain about fit/​suitability of the product (33%)
  4. I’m able to return items easily (22%)
  5. To support local retailers (13%)
  6. I simply enjoy shopping in the physical store because of the atmosphere (13%)

There’s nothing shocking with these findings, by any means, but it’s interesting to see statistical values attached to each of these reasons.