Brand loyalty takes a back seat to other brick-and-mortar selection criteria.
Uberall Inc. announced the results of a survey evaluating how location factors into the way people shop. For the study, Uberall commissioned a survey of more than 1,000 smartphone users across the U.S.
When asked what typically makes the respondents shop at one brick-and-mortar location over another, 68% cited cost as the top factor. The runner up was proximity, which 55% of people chose as the reason for picking a store. Rounding out the top-five responses were product selection (53%), online customer reviews or ratings (36%) and brand loyalty (34%).
“Today’s shoppers value cost and convenience when deciding to shop in-store,” said Josha Benner, co-founder of Uberall Inc. “Surprisingly, brand loyalty has taken a backseat. Most consumers will only visit a brick-and-mortar location if the store is nearby.”
A recent Uberall survey found that more than 80% of people are conducting “near me” mobile searches. When asked how likely the respondents were to use a store finder on a retailer or brand’s website, 42% said they were “very likely.” Other responses included “somewhat likely” (39%), “somewhat unlikely” (9%), “not sure” (5%) and “very unlikely” (4%).
“When planning a shopping trip to physical stores, shoppers often want to know what location is closest to them for convenience, but they also want more information about what products or services each location has to offer and at what cost,” added Benner. “One of the easiest ways to figure that out is by visiting a store’s website. Store locator pages answer a lot more questions than just a listing. Too many retailers are assuming search engines will do this work for them. But that’s not enough. Many consumers are still going to brand websites for local store and shopping information.”