Coldwell Banker Commercial survey sheds light on modern shopping trends
Coldwell Banker Commercial Affiliates recently surveyed more than 2,000 U.S. consumers and asked them about their shopping preferences. Survey participants were organized by age in order to glean insights on generational trends.
According to the survey results, nearly half of Americans (43 percent) prefer to make purchases in a store instead of shopping online. Members of the Baby Boomer generation (age 50-69) most strongly preferred brick-and-mortar stores, while Older Millennials (age 30-34) tend to prefer online shopping.
In a press release, Fred Schmidt, president and chief operating officer of Coldwell Banker Commercial Affiliates, said that traditional retailers will need to consider how to attract shoppers into their stores in this increasingly digital age.
“We’re seeing that Americans still value in-store retail experiences in an increasingly ecommerce world, but brick-and-mortar retailers will need to embrace aspects of online shopping and invest in experiential retail to drive traffic in-store,” said Schmidt. “Commercial real estate professionals are taking notice of these two trends and should think about how they will impact the demand for physical space as retailers continue striving for the perfect customer experience.”
An infographic produced by Coldwell Banker Commercial Affiliates illustrates the results of the survey, showing that online integration can boost retailers’ business.
“Retailers are beginning to invest in off-site warehouses to handle merchandise for in-store transactions involving pick-ups and returns,” Schmidt said. “Stockrooms and fulfillment centers will need to be expanded, but despite these challenges, e-commerce can be a huge traffic driver and offer a unique advantage to brick-and-mortar retailers by getting customers through the door.”