In a time when online and physical shopping are blending, Click-and-Mortar™ shopping is rising as a popular approach. This hybrid shopping model caters to a growing preference for experiences that combine digital convenience with in-store interaction.
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GLOPYMNTS Intelligence released a report diving into Click-and-Mortar shoppers behavior “2024 Global Digital Shopping Index: The Rise of the Click-and-Mortar™ Shopper and What It Means for Merchants,” in collaboration with Visa.
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Key takeaways:
- In a time when online and physical shopping are blending, Click-and-Mortar™ shopping is rising as a popular approach. This hybrid shopping model caters to a growing preference for experiences that combine digital convenience with in-store interaction.
Consumer Behavior Evolution: key takeaways
- Changes in consumer preferences reveal modern shopping habits, with nearly 40% of global consumers now engaging in Click-and-Mortar shopping, moving away from traditional approaches. This includes 48% of Brazilian consumers, with 31% in the U.S. and 27% in the U.K.
- This shift is largely driven by younger generations, especially Gen Z and millennials, who expect the ease of checking in-store inventory or locating items online. Two-thirds of consumers in surveyed markets use digital features as a standard part of their shopping experience, making technology indispensable to retail.
- While digital shopping boomed during the pandemic, reliance on online-only shopping has since decreased, down 24% from 2020. As of 2024, only 29% of consumers shop exclusively online, reflecting a demand for a balanced shopping experience that combines in-store immediacy with digital convenience.
The Role of Physical Stores: key takeaways
- Despite digital shopping’s growth, physical stores remain a central part of the shopping journey for 71% of consumers.
- Today’s shoppers, however, aren’t solely looking for traditional retail; they want a combination of in-store and digital options. About one-third of consumers now visit stores with some form of digital assistance, and demand is growing for features like online inventory checks and mobile payments.
- Retailers that successfully incorporate digital elements into their physical stores tend to see increased customer loyalty and satisfaction. For instance, Click-and-Mortar shoppers in markets like the UAE report satisfaction rates on par with online shoppers, showing the potential to elevate the in-store experience through digital integration.
New Retail Landscape: key takeaways
- To succeed in this evolving environment, retailers should consider the Click-and-Mortar model. The report finds that 75% of consumers across surveyed markets expect flexible payment options, underscoring the importance of offering various payment methods.
- On average, merchants offer 21-28 digital features, while consumers engage with around 11-18 of these, suggesting room to enhance digital offerings.
- With younger generations gaining spending power, the popularity of Click-and-Mortar shopping is expected to grow, pushing retailers to adopt strategies that balance digital and physical benefits.
- As the line between online and in-store shopping blurs, retailers must prioritize flexibility and digital integration within physical locations to enhance customer experience and remain competitive in an evolving retail market.
Source: PYMNTS.COM
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