Survey Shock: Amazon Shoppers Prefer a Store
The prospect of online shopping wiping out bricks and mortar retail is looking more like urban legend than reality. According to a new report “The State of Retail 2015,” a great majority of shoppers would prefer to shop in an Amazon physical store versus Amazon.com:
Q: If you had the choice, would you shop at an Amazon retail store or Amazon.com
A: A majority – over 70% – said they prefer a store.
And 65% of these folks said they if an item is available online AND in a nearby store, they would prefer to shop in a store.
What’s going on here ? Wasn’t online shopping and e-commerce supposed to permanently change the way consumers buy things ? Not according to these folks. They were very specific about why they want to shop in a store:
Q: Why do you prefer shopping in a store versus online ?
A: The store has important things I can’t get online:
The main driver for retail convergence is a change in purchase behavior that continues to include the in-store experience as a main factor in the purchase decision.
For more details you can find the full report and survey results in “The State of Retail 2015” free download.