New Study Points to Powerful Combo as Key to Brick-and-Mortar Success

smartphone-565610_960_720Consumers spend twice as much in-store when they receive assistance from a retail sales associate and 2.2 times more when they visit the brand’s website in-store.

That’s the big takeaway culled from new data from cloud-based customer experience (CX) optimization leader InMoment.

In its 2016 Retail Industry Report, InMoment surveyed more than 25,000 North American consumers on their experiences throughout their shopping journey, from their decision to visit the store to the in-store experience and their feelings post-purchase.

The report found that a consumer’s average single-trip spend increases nearly four times when engaged by both in-store staff and the brand’s website. This indicates that the more help a consumer receives, whether digital or human, the more he or she is willing to spend.

“Despite fears that brick-and-mortar buying might lose its relevance, in-person shopping has transformed into an omnichannel opportunity to sell more, and deepen customer relationships,” said Dr. Paul Warner, vice president, consumer and employee insights at InMoment. “For brands, it’s not about choosing one channel over the other, but rather leveraging each for their unique strengths. Online storefronts can showcase selection, while your people can provide personalized care. It’s this combination of the human and the digital that increases conversions as well as overall brand loyalty.”