Happy multi-channel Christmas, says ICSC survey


Publish Date: January 14, 2016

Physical stores drove sales this holiday season, according to an ICSC survey of 1,014 consumers. About 90 percent of the respondents said they shopped at brick-and-mortar-retailers this year. The strength in brick and mortar is largely attributable both to the technological advancements of retailers and to the savvy of consumers, says Tom McGee, president and CEO of ICSC.

About one-third of the respondents cited seeing, touching and trying on merchandise as the No. 1 reason to shop in-store. Following that was the opportunity to browse (26 percent of the respondents cited this) and the ability to get the item right away (24 percent). Nearly a third of the respondents said they used the click-and-collect method — with 69 percent of this group saying they purchased additional items in-store when they went to pick up items ordered online; 36 percent said they had made additional purchases in an adjacent store.

Roughly 60 percent of the respondents acknowledged using a mobile device while in-store shopping, to do such things as comparing prices, checking item availability and viewing ratings or reviews. And 56 percent said they researched products before even entering the store. “Looking back at the holiday season, the major trend that emerged is the prevalence of the omni-channel consumer and the resulting convergence among brick-and-mortar and digital retail,” McGee said. “The story of bricks versus clicks is an old one — the story is now one of a shopper getting the best of both worlds, using online research and capabilities to inform physical purchases. The American consumer has sent a clear message that the physical store remains at the epicenter of the shopping experience.”