Choice has traditionally been about choosing one product over another. But today’s connected consumers want stores to do the work for them and display products side by side that meet a particular need state – for example, gin displayed next to limes.
One fifth (21%) of shoppers globally buy in-store because they can purchase multiple goods simultaneously. It’s the fifth most cited reason for buying in-store.
In a store, choice is about experiencing products for real. The primary reason for shopping in-store for 51% of shoppers is to see and feel the products before purchase. Price is more important for web shoppers – more than a half (55%) buy online to save money.