In 2024, physical retail remains the most critical channel for product discovery, even as digital channels continue to grow in importance. According to the “Path to Purchase 2024” report by EMARKETER, nearly half of US shoppers (47.6%) first discover new products while shopping in physical stores, surpassing other discovery methods like social media, multibrand retailer websites/apps, and search engines.

This dominance is particularly evident in essential goods categories such as food, beverages, and household supplies, where in-store shopping is most common. Even in categories with higher e-commerce penetration, such as clothing and shoes, physical stores hold an edge because they allow consumers to see, feel, and try products before purchasing.

Digital channels, however, play a vital complementary role, influencing shoppers’ decisions after the initial in-store discovery. Many shoppers turn to search engines, consult family and friends, or visit retailer websites/apps to research products they first encountered in a physical store.

This behavior highlights the complexity of the modern purchase path, where digital media significantly impacts consumer decisions even when the final purchase happens in-store. Brands and marketers are investing heavily in digital media to capture this influence, particularly in the upper funnel of the shopping journey.

When it comes to converting shoppers, competitive pricing is the most critical factor, with better prices and discounts being the primary reasons for purchase. However, in categories like clothing and shoes, online ratings and reviews have a significant impact, often surpassing price as the most influential factor.

These reviews provide valuable insights into consumer sentiment and brand perception, making them an essential tool for retailers to monitor and respond to customer feedback.

You can read the full article here.