The report had many positive findings for bricks and mortar retailers who are scared about the stiff competition they’re facing online.
The majority of the 1029 respondents surveyed (87 percent) said they plan to shop in stores at least as often as they did in 2014.
Once in store, consumers said they were keen to fork out their money.
Nearly 60 percent of consumers prefer to shop in store when spending as little as $50 and as much as $200.
The report also highlighted the power of an upsell or a well-placed product, as 82 percent will buy more in store than they originally planned to.
Over half (53 percent) of respondents say they’ve browsed online and narrowed their selection down to two to three products, but need help making a final decision.
As for Millennial shoppers, more than 90 percent of the 18 to 34 year olds surveyed plan to shop in store as often, if not more in 2015 than in 2014.
But the baby boomers shouldn’t get neglected, either.
The survey found that they’re still the group controlling 70 percent of the disposable income in the United States.
When it came to dealing with shop assistants, half of the respondents said they value smart recommendations the most.
Crowd Companies founder Jeremiah Owyang says the web and physical retailing are converging on each other.
“Shoppers are empowering themselves to glean knowledge online, ratings and reviews, pricing, and general availability – then making their final decisions in the store,” Owyang says.
“Online retailers, like Amazon are adapting by opening their own retail stores, launching Amazon lockers, and getting into local real time delivery.”
These developments by Amazon could be a response to changing consumer behaviour, as the survey found that consumers prefer ecommerce giants like Amazon in a bricks and mortar format.
More than 70 percent of them would prefer to shop at an Amazon store, versus Amazon.com.
Judging by the survey results, in store shopping beats online shopping, but technology complements the in store experience.
This echoes the thoughts of Forbes writer Natasha Baker, who the report quotes as writing:
“Ecommerce has certainly revolutionized the way we shop, but bricks-and-mortar stores are far from dead. Increasingly, online retailers have begun opening physical stores for the first time, which signals that there may be a return to real world shopping – only this time, reinvented for the digital age.”