Back-to-school 2019: Why brick-and-mortar is here to stay (part 5 of 5)
Consumer behavior during back-to-school echoes the shopping trends we’re seeing across retail in general.
Every year, the percentage of eCommerce sales grows, and there are no signs of it slowing down. But that doesn’t mean shoppers want physical stores to be replaced.
When surveyed, most shoppers told us they want an omnichannel experience. Online shopping may have its advantages and benefits, but so does brick-and mortar shopping.
To succeed in the back-to-school shopping period and throughout the year, brands will need to do more than specialize in a great online or a great in-store experience – they’ll need to provide both.