Retail strategies in the USA: integrating online shopping and in-store sales

Retailers in the United States are now leveraging smartphone features to attract American consumers into stores and drive sales.

Physical stores in America will continue to exist, but smartphones will increasingly influence in-store purchasing decisions

Adapting to new consumer decision-making processes and purchasing models is the winning strategy for American stores and retail outlets

According to a survey published by RetailMeNot, it's not true that American consumers no longer visit physical retail stores. On the contrary, younger generations — Millennials and Gen Z — seem to be the most frequent visitors to physical retail locations.

On average, 85% of American consumers continue to shop regularly and visit physical stores, but they use smartphones as tools to make purchasing decisions on-site. People visit up to three stores per week, with an increase to four stores per week among millennial shoppers and 5.25 among Generation Z.

The frequency of store visits in America is starting to increase again

However, the mode and function of store visits have changed, with decisions now guided by smartphones

63% of consumers use smartphones while shopping in-store to compare prices, search for deals and coupons, and check inventory, among other activities.

69% of in-store shoppers prefer to check product reviews on their phones rather than ask a store associate, and 53% use smartphones to find deals instead of inquiring about promotions, discounts, and sales with store staff.

It's evident that American consumers are striving to merge their online and offline shopping activities to maximize convenience and savings.

How retail strategy is changing in the USA: adapting physical stores to smartphone-driven purchasing decisions

The physical store must become the point where online and in-store shopping experiences converge

Until recently, the relationship between online purchases and in-store purchases was antagonistic, with retailers attempting to hinder online shopping and smartphone use in-store. It was like trying to stop the tide, as American consumer trends were moving in the opposite direction.

Consequently, retail strategy in America has evolved. The current effort is to create mobile-friendly stores that attract consumers and offer an environment where smartphone use is encouraged and functional in retaining consumers in-store and prompting them to purchase—not only from the store but also online through the store's mobile site. Whether via smartphone or in-store, a sale is still a sale, and in America, the two channels (mobile via smartphone and physical in-store purchases) are merging, each supporting the other to facilitate sales.

Meanwhile, 49% of retailers have stated that enhancing the in-store mobile experience for customers is a top priority to attract them into stores, and 66% of retailers in America already offer in-store mobile functionalities.

Additional statistics on mobile commerce in the United States

• 85% of American consumers have purchased a product through a mobile app.
• 49% of Americans have a discount and promotion app on their smartphone.
• 65% of consumers stated that it is important to be able to use discount coupons received on their smartphone directly in-store [not just for online purchases].
• 33% of consumers reported frequently making purchases from their smartphones.