According to a recent study from Synqera, by Instant.Ly, more than two-thirds of Americans prefer to shop in traditional, brick and mortar stores than online commerce sites. The survey found that shoppers gravitate towards retail locations that offer customized shopping experiences, but that checkout remains the number one pain point for 73% of U.S. consumers.
Filipp Shubin, Synqera COO, “Synqera found that… for consumers shopping at stores… (checkout) in brick and mortar retailers is the primary deterrent… coupon usage increases if… accessible and personalized… (as) shopper walks into store… (the more) the consumer is actively engaged… the better they feel about the shopping…”
The survey also shows that two-thirds of respondents would be more likely to shop in a store where they receive personal suggestions while shopping (such as nearby deals they might be interested in), and 86% are more likely to shop in-store rather than online if there are in-store only sales prices.
Customer Checkout Experience (Habits And Preferences Of American Customers At Checkout; Synqera, April 2013)
- 67% prefer to shop in store
- 76% would find the checkout process more enjoyable if they received personalized coupons at checkout
- 73% find waiting in the checkout line their least favorite aspect of in store shopping
- 66% are more likely to shop in a store where they receive personal suggestions while shopping
- 75% would rather receive personalized coupons
- 80% are more likely to shop in a store that provides an overall customized shopping experience
- 75% make more purchases if they are in a good mood while shopping
- 18% think that there is nothing that could be done to make checkout more enjoyable
- Source: Synqera, May 2013
| Respondent Demographics | |
| Gender | % of Respondents |
| Male |
48% |
| Female |
52 |
| Age | |
| 55+ |
28 |
| 18-34 |
39 |
| 35-44 |
15 |
| 45-54 |
19 |
| Source: Synqera, May 2013
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Tags: advertising, brand equity, Branding, business barriers, creative marketing strategy, Creativity