CBRE: Customers Come Back to Brick&Mortar Shops

CBRE: Customers Come Back to Brick&Mortar Shops

A study carried out in 32 countries - 32,000 consumers

Brick-and-mortar shops play a key role for 79 % of shoppers

On-line is used mostly for gathering information and comparing prices

The number of people who share their experience related to products on social networks is growing

One third of customers routinely check information and prices on-line

A new survey carried out by CBRE revealed that 79% of consumers worldwide still shop for goods in brick-and-mortar shops. The purpose of the study was to map and understand the shopping behaviour of consumers and the most frequently used shopping channels. The results of the survey, carried out in 32 countries with 32,000 respondents, - show the key role played by brick-and-mortar shops in shopping behaviour and the decision making of consumers. They perceive shopping as a social activity that the anonymous on-line shopping cannot measure up to. However, on-line plays an important role in finding information, prices and availability. Most shoppers still need to see the goods, touch them, try them and have the possibility to have the goods immediately (purchase the goods immediately and not have to wait for their delivery from on-line).

Consumers are on-line all the time and are sharing their experiences in more frequently

75% consumers in the world look for specific products and goods on the internet. People are increasingly “on-line”. They often communicate on the internet with retailers and other customers to find out what is the best and only then, after this analysis, make their purchases. The number of people who share their experience of products on social networks is growing as well (42 %).

One third of consumers all over the world use mobile phones to compare prices

30% of consumers worldwide use mobile phones to gather information on products and to compare prices. This trend is especially strong in Asia and Pacific. Interesting figures come also from China; 49% of local consumers use smart phones for purchasing goods. On average, consumers shop on-line once every three weeks, which represents a great opportunity for retailers in terms of cross-sale activities, brick-and-mortar shops versus the on-line world, in the case of shopping in a brick-and-mortar shop the customer is more to buy other products as well.

“Considering the fact that the relationship between brick-and-mortar shops and the on-line world becomes increasingly integrated, retailers face two key problems - the first one is the permanent need to offer perfect services, an excellent and wide range of goods with high added value. The other problem is the fact that retailers must continually learn to take advantage of digital technologies and social media and how to link these technologies with the offer of the brick-and-mortar shop,” says Veronika Tebichová, Head of Retail Agency CBRE Czech Republic.

These global trends are slowly coming with higher/ smaller intensity to the Czech Republic. The typical Czech customer is not an exception or markedly different from customers in other countries.

How to manage and understand the customer and their needs?

The key is to make shopping as simple and pleasant as possible. The process of shopping itself must be absolutely smooth; the technologies that promote shopping must not be a barrier. On the other hand, they must make shopping easier and more enjoyable.