Research Report

The physical store: an essential link in the omni-channel strategy

The physical store: an essential link in the omni-channel strategy

Shopping habits continue to evolve as consumers find it easier and easier to compare products, pricing and delivery offers online. However, despite this physical stores still play an important role in the customer journey.

Research carried out by Thuiswinkel.org shows that in 2015 €16 billion in the Netherlands was spent online by consumers, which is nearly 10% of the total expenditure on consumer products, 16% more than in 2014.

Therefore 90% of purchases still takes place in the physical store and represents the largest source of revenue for retailers.

Manhattan Associates decided to get under the hood of Dutch consumers and asked 1,000 customers what their expectations of retailers are and to uncover what motivates them to choose between shopping in physical stores versus online.

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