Back to school 2019: Online vs. physical sales (part 4 of 5)
When asked how they shopped during back-to-school season, most people preferred a combination of channels.
Back to School shopping: Online vs. In-store
Only about a quarter of consumers (26%) shopped for everything online, with 17% opting for a physical store. However, the most popular choice was to do a bit of both (44%).
When asked why, convenience was the biggest motivating factor for online channels (43%), while people liked brick-and-mortar for the ability to see and try products before they bought them (69%)*.
The internet might be disrupting and changing the industry, but brick-and-mortar stores still play a crucial role.
*Why do you prefer to shop online?/Why do you prefer to shop in a physical store? Bizrate Insights Flash Survey, August 2019. 694/607 respondents respectively.