Despite perceptions to the contrary, on a global basis, the brick-and-mortar store is not fading away in the face of online and mobile shopping — as long as such stores are committed to customers and adaptive to the times.
eMarketer reports that:
“One online channel gave brick-and-mortar shops a run for their money. Digital buying via PC ranked second, with the majority of respondents purchasing there at least monthly. However, all other digital channels were used far less frequently for purchasing. For example, fewer than one-quarter purchased products via mobile phone or smartphone at least monthly — providing more evidence that mobile is still mostly for upper-funnel shopping activities — and despite the fact that tablet users often show similar behavior to PC shoppers, buying frequency was almost the same as that on phones.”
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