While the world moves towards a more digitized society, research shows that brick and mortar retail is not going away either. According to the United States Census Bureau, 90 percent of retail’s transaction value is spent at physical stores. Additionally, a study conducted by Capgemini’s Digital Transformation Institute found that 70 percent of consumers want to experience touching and feeling products before purchase. While digital has transformed retailed in many ways, it seems that in-person retail is here to stay.
However, while customers prefer to make the purchase in-store, there are still many functions of brand recognition and the product decision-making process that happen online. Research by SharkNinja describes the processes that occur online and offline. By understanding where processes usually occur, companies can anticipate consumer needs and draw them all the way through the pipeline to closing the sale and beyond.