Brick-and-Mortar is Still the Foundation of Retail Success

AT Kearney, a consulting firm, recently released a report titled On Solid Ground: Brick-and-Mortar Is the Foundation of Omnichannel Retailing. The study, which surveyed over 2,500 U.S. shoppers of all age groups, including teens, millennials, gen Xers, baby boomers and seniors, revealed that 95 percent of all retail sales are captured by retailers with a brick-and-mortar presence. The majority of millennials prefer trial and test, purchasing, and returning products to a physical storefront. In addition, the study revealed that 55 percent of those polled preferred to use digital and physical storefronts throughout the shopping journey.