The New Balance Between E-Commerce And In-Store Shopping

Patrick Niersbach is the Senior Vice President of Marketing at Syndigo, a product content management and distribution platform.

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To say that the pandemic has shifted retailer, supplier and shopper behavior might be to make the understatement of the decade. Retailers needed to implement ways to maintain customers with easier pickup, shipping and delivery options. Suppliers realized that “just in time” supply chain models could be disrupted if the end-of-the-line store had changes in their traffic patterns. Online shoppers spent 32.4% more with U.S. retailers in 2020 than in 2019, the most growth we’ve seen in e-commerce in at least two decades, according to U.S. Department of Commerce data (via Digital Commerce 360).

But where do we go from here? In today’s era of multi-channel shopping, will online shopping continue to reign or will in-store retail reclaim the hearts of shoppers? The answer varies depending on who you talk to, but the truth is probably closer to “both.” As we take a more integrated view of e-commerce and in-store retail, I believe the reality is that successful retailers will meet consumers where they are, whether that is at home or in the store. As the senior vice president of marketing at a company that evaluates trends and manages product content in the in-store and e-commerce spaces, here are a few shifts I expect to see among consumers and brands.

In-store shoppers may be less forgiving.

Now that shoppers see e-commerce as a more viable option, the stakes are higher for in-store shopping. Shoppers may be less willing to wait, brave long drive times or parking issues, and scour through multiple retail stores for the item they need. In fact, recent Linnworks research (via AP News) found that 76% of consumers say convenience is a top priority when it comes to online shopping, and 98% value ease and convenience more now than before the pandemic. To keep shoppers in-store, retailers should ensure the experience matches — or exceeds — the ease of “point, click, buy.”

Brick-and-mortar retailers should go above and beyond the online experience.

Smart retailers will focus on creating engaging experiences in-store that cannot be replicated online. Think hot or prepped full meals, social activities, elevated customer service, live demos, etc. If their basic product needs can be fulfilled online, shoppers may gravitate toward more specialty-related categories or experiences in-store.

E-commerce shoppers will continue to appreciate pandemic-driven improvements.

E-commerce sales are expected to make up 20.4% of worldwide retail sales in 2022, according to Statista, which means that even though consumers are likely growing more comfortable returning to in-store shopping, many won’t ditch their new online shopping habits altogether. To keep growing, retailers should maintain a high-quality online experience. Easier navigation, faster delivery (95% of shoppers say shipping is a factor in their purchase decisions, according to Linnworks’ data) and a more streamlined checkout — these improvements should stick around.

Retailers should also lean into the merchandising and segmentation advantages of online shopping. As shopping continues to evolve, it will be more important to analyze and target consumers more precisely and cost-effectively while also creating rich media content to facilitate engaging online experiences.

The blend of e-commerce and in-store shopping must be seamless.

As consumers strike a new balance between online and in-store shopping, retailers should ensure that shoppers see consistency no matter which channel they use. It will be incredibly important to reinforce the shopper experience across selling channels in ways that are complementary. Images and information should be consistent and available across marketplaces and store locations. The items in-store should look like and have the same attributes as the ones displayed online; otherwise, brands risk losing consumers’ trust in their information, imagery and ultimately, the actual product.

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