As the retail market evolves in a multi-channel environment it is becoming obvious that the 'winners' will be those who identify the behaviour that determines when and why individuals choose to use each channel and use this information to achieve the right balance between online and in-store. I recently came across an article by Greg Petro in Forbes (29 March 2019) which summed up the current situation by concluding that 'Retailers and brands need to optimise their store footprint and learn how to utilise online as an extension of the in-store experience (or vice versa) to create experiences and winning competitive advantages. Striking the right balance between the two channels is the key to growth and longevity in the evolving retail game'.

Let's take a step back and consider why people still choose to visit shops for around 80 percent of purchases. Research carried out by Retail Dive in February 2017 highlighted the following:

1. The tactile experience - 62 percent of those surveyed believed it was important to 'touch, feel and try out' items in store;
2. 'now and fast' - 49 percent valued immediate gratification;
3. 20 percent believed returns were easier instore;
4. For 18 percent the societal aspect of shopping was important; 
5. 13 percent believed it was important to ask staff questions about products.

But there is another level that needs to be explored and that is the interaction between the online and physical channels. For some, the retail outlet plays the role of a Showroom. Some customers see in store but buy online. In fact, one in ten shoppers say they always visit a store to see items they then buy online! Another 21 percent do this frequently and a further 25 percent occasionally. And of course, the reverse is true. 65 percent research online prior to buying instore. In looking at overall strategy the channels reinforce each other. And it's not only the website that is important for research purposes. 60 percent of shoppers use mobile phones in stores to research products and compare prices prior to purchase. Your mobile strategy, too, is a crucial part of an overall integrated customer experience.

Whether it's as a showroom or a location for transaction completion the retail store has a key role to play in a multi-channel environment. Indeed, research from First Insights shows that customers who visit your store are likely to spend more than those that shop online as they are more likely to make impulse purchases. 71 percent of shoppers spent $50 or more in a physical store compared with 54 percent online. Whether it is by using events, making use of unique store-only products or improved service quality, there are quantifiable benefits attached to achieving higher levels of store visits.