In-store Shoppers Willing to Spend 4x More When Human and Digital Assistance Provided

This article originally appeared on Biz Report. View it here.

The more assistance a store visitor has – whether it be human or digital – the more that visitor will spend, according to new research released by cloud-based customer experience optimization firm InMoment.

InMoment’s ‘2016 Retail Industry Report’ is the result of a survey of more than 25,000 U.S. consumers about their shopping experiences. The report found that, while technology plays a large role in today’s in-store shopping experience, when coupled with the human touch shoppers are willing to spend more.

Specifically, the research found that consumers spend twice as much in-store when they have been assisted by a staff member, and 2.2 times more when they visit the brand’s website while in-store. However, spending was found to increase four times when shoppers were engaged by both store staff and a brand’s website.

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In terms of age, 72% of those who visit a brand’s website while in a store were younger than 44, with the highest proportion within the 35-44-year-old age range (26.1%). Younger consumers (18-24) were almost twice as likely to visit the brand’s website before a store visit, when compared to all other age groups.

“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.”

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