Study: Combination of Digital and Human Interactions Key to Brick-and-Mortar Success

New InMoment study reveals impact of shoppers’ in-store experiences
on spending

2x increase when shoppers surf brand’s website while on-site; 4x bump
when they engage with both digital and staff

SALT LAKE CITY–(BUSINESS WIRE)–Consumers spend twice as much in-store when they receive assistance from
a retail sales associate and 2.2 times more when they visit the brand’s
website in-store, according to new data from cloud-based customer
experience (CX) optimization leader InMoment.

In its 2016 Retail Industry Report, InMoment surveyed more than 25,000
North American consumers on their experiences throughout their shopping
journey, from their decision to visit the store to the in-store
experience and their feelings post-purchase. The report found that a
consumer’s average single-trip spend increases nearly four times
when engaged by both in-store staff and the brand’s website. This
indicates that the more help a consumer receives, whether digital or
human, the more he or she is willing to spend.

Other key findings include:

  • Consumers that visited another brand’s website while in store spent,
    on average, 1.2 times more than those who did not.
  • Of those who visit the brand’s website while in a store location, 72
    percent were younger than 44 years old, with the highest proportion of
    visitors (26.1 percent) coming from the 35-44-year-old demographic.
  • Consumers ages 18-24 are almost twice as likely to visit the brand’s
    website before a store visit when compared to all other age groups.

“Despite fears that brick-and-mortar buying might lose its relevance,
in-person shopping has transformed into an omnichannel opportunity to
sell more, and deepen customer relationships,” said Dr. Paul Warner,
vice president, consumer and employee insights at InMoment. “For brands,
it’s not about choosing one channel over the other, but rather
leveraging each for their unique strengths. Online storefronts can
showcase selection, while your people can provide personalized care.
It’s this combination of the human and the digital that increases
conversions as well as overall brand loyalty.”

The study also includes insights on consumers’ shopping habits across
industries. According to the report, the technology and entertainment
sectors saw the largest increase in spend (3.9 times greater) when
consumers reported having an interaction with staff versus those who did
not. Fashion retailers in particular saw a significant increase in spend
(more than 2.5 times) when consumers engaged with a competitor’s website
and interacted with staff.

To download the study, please visit the InMoment

About InMoment

InMoment™ is a cloud-based customer experience (CX) optimization
platform that helps brands leverage customer stories to inform better
business decisions, and create more meaningful relationships with their
customers. Through its Experience Hub™, InMoment provides Voice of
Customer (VoC), Social Reviews & Advocacy, and Employee Engagement
solutions, as well as strategic guidance, support, and services to more
than 350 brands in 95 countries. For more information, visit


Lisa Davis, 801-230-9399
VP Communications