Customers are drawn back to the stores
Published: Wednesday, Mar 6th 2024, 10:20
Updated At: Thursday, Mar 7th 2024, 00:59
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The shopping spree is back. According to a recent study, customers are buying more in local stores and shopping less online. Those who offer both benefit from the versatility.
In a study published on Wednesday, the University of St. Gallen confirms that bricks-and-mortar retail is enjoying a renaissance. According to the experts, bricks-and-mortar stores have once again replaced online stores as the preferred shopping channel in Switzerland, Germany and Austria (DACH region).
At 51%, more than half of customers who shop both online and locally completed their last purchase in a brick-and-mortar store. In 2021, this figure was still 43%. In contrast, only 38% made a purchase in an online store, compared to 47% in the last survey.
More abandoned purchases online
In addition, more purchases are abandoned online than in a store. In total, 40 out of 100 purchase plans were abandoned, and around two thirds of these abandonments occurred when shopping online.
The reasons for abandoned purchases are the same. In most cases, the price was too high for customers, they were unable to make a decision or the product was not available as requested.
According to the HSG, the best-known omni-channel retailers in Switzerland are Migros and Coop, followed by H&M, Interdiscount and Manor. In Germany and Austria, MediaMarkt takes first place.
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