Here's Why Stores Still Matter in the Digital Age

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Article by Caroline Cakebread
From eMarketer

With retail e-commerce sales growing rapidly in the US, it can feel like online buying is taking over the world. But for consumers, brick-and-mortar shopping is still important. They’ll spend almost 90% of their retail dollars in person this year, and a large portion of that foot traffic will come from webrooming.

Webrooming, or researching a product online before buying in a physical store, has helped boost in-store traffic for a few retailers in particular last year...

The Home Depot also saw increased in-store traffic last year, something CEO Craig Menear credited to BOPUS (buy online, pick up in-store). “These online shoppers see the relevance of our stores...” Like Ulta Beauty, the company plans to expand its footprint in 2019, something it hasn’t done in several years.

Image by Trang Le from Pixabay

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