There’s a lot of scary stories being told around the retail campfire about the end of the retail world. In case you haven't heard them, here's the gist.

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  1. Online retailers are the villains.
  2. People want to shop online rather than in-store.
  3. The future of all shopping is online.
  4. The only way to avoid demise is to cut costs.

Great story...except it just happens to be completely wrong. Here are the facts:

  1. Only 6.4% of all retail sales are made online.
  2. 40% of shoppers made purchases online but never intended to. Instead they were forced online due to out of stocks, inexperienced store associates, or an overcrowded store.
  3. 70% of purchasing decisions are made in-store.
  4. Retailers who have moved from online to physical locations have seen consumers spend an average of three times more per transaction.

So if the online stores like Etsy, Birchbox, Amazon, Netflix, and Bonobos aren't to blame, what is? Answer, the retailers. It hurts, but it’s the truth.

Looking specifically at the retailers who have seen tremendous success online as well as in brick and mortar stores, it’s clear that there are a few similarities. Including: superior customer service, a unique in-store experience, and knowledgeable employees. It’s that simple.

Shoppers are not leaving physical stores to shop online because they want to, they are leaving because stores aren't meeting their needs.

Clearly, the in-store experience is what matters. To learn more about improving in-store execution, watch this webinar.

Shannon King photo
Shannon King is a Marketing Manager at Natural Insight. She's an avid Washington, D.C. sports fan and traveler/adventurer. Say hi on Twitter @shannonking456