Survey Shock: Amazon Shoppers Prefer a Store

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Since the Internet first became mainstream, I have heard stories about the “death of traditional retail.” Analysts and industry pundits have long predicted how traditional brick-and-mortar retailers would ‘go the way of dinosaur’ in favor of their online counterparts.

A recent TimeTrade research report, The State of Retail, suggests that these opinions are far from the reality by shedding light on consumers

Despite the hype around e-commerce and online shopping, consumers still look to shop in the physical store. TimeTrade’s study investigates consumer preferences and features data collected from a survey of over 1,000 consumers focusing on their perceptions and habits around retail shopping.

Here are some of the highlights:

  • Consumers prefer Brick & Mortar over Online Stores: More than 70% of consumers would prefer to shop a brick & mortar Amazon store versus
  • In-store expertise drives purchase volume: 90% of consumers are more likely to buy when helped by a knowledgeable associate
  • In-store purchasing preferences span generations: 92% of responding millennials plan to shop in-store in 2015 as often or more than they did in 2014
  • Mobile purchasing is slow to grow: Only 13% of respondents have previously made a purchase using a mobile device

The survey data suggests that consumer retail shopping trends are favoring the brick-and-mortar model, despite perceptions that the rise of e-tailers would jeopardize the physical retail store. One Inc. article points out that even traditional e-tailers such as Amazon and Warby Parker are realizing the importance of the in-store experience as they open physical locations.

The findings of the report are clear: Consumers prefer buying in-store vs online. Given this information, the study suggests that retailers employ an omni-channel strategy that converts an initial online inquiry into a high-value, in-store experience. Once in the store, retailers must give customers prompt service with a knowledgeable store associate.

To read the full TimeTrade report, visit

Photo attribution: Public.Resource.Org, Used under a creative commons license

Avatar for Gary Ambrosino

Written by Gary Ambrosino

Gary drives all aspects of TimeTrade’s business, directing the company’s growth, continued innovation and market leadership. He has been creating and leading innovative early stage companies and establishing accelerated sales and valuation growth for more than 25 years.

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