Blis | Physical Stores Remain Go-To Channel for Discovery

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Physical Stores Remain Go-To Channel for Discovery

The ‘human touch’ remains an important factor.

For the most part, consumers have a game plan when they enter a store—they know what they intend to buy and stick closely to their shopping list. Still, in-store shopping has one advantage that online doesn’t: the ability to see and feel items in person.

That’s likely why many people end up spending more then they intended to.

A May 2018 survey conducted by AYTM Market Research for Blis asked 2,000 US internet users ages 18 and older whether they spent more than intended when shopping in-store. Roughly 22% of respondents said the spend about 10% to 20% more than they planned to when browsing in-store, while 14.9% said they spend about 20% to 40% more.

Meanwhile, 10.2% said they actually spend about 50% more than they initially thought they would.

What’s most interesting, however, is that while 16.3% of respondents said they stick to their list, they end up purchasing items digitally after seeing them in-store. What might not have been an intended purchase when they entered a store became one once they saw it in person—even if the transaction occurred online.

Despite online shopping’s widespread appeal—we expect about 70% of the US population will make a purchase digitally this year—what occurs offline matters, too.

According to a Murphy Research survey conducted in January 2018, 69% of US internet users made an in-store purchase in a typical month.

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Company Blis is the global pioneer in location data. Our proprietary technology and platform helps agencies and brands use location data to better understand consumer behavior, allowing for effective targeted advertising to drive business outcomes.