Transportation and fleet management solutions provider Ryder System, Inc. released its 10th annual e-commerce consumer study. The 2024 study, “The Influence of Omnichannel Excellence on Consumer Behavior,” reveals key factors influencing purchasing decisions, customer loyalty and retention as consumers reintegrate physical stores into their shopping journeys.
“Retail and e-commerce continue to evolve,” said Jeff Wolpov, senior vice president of e-commerce for Ryder, in a news release. “The emergence of e-commerce and growth of omnichannel fulfillment, particularly over the past four years, has altered consumer expectations and behavior dramatically and will continue to do so as time and technology allow. This latest study demonstrates that, while consumers maintain a robust appetite for e-commerce, they are simultaneously embracing in-person shopping, presenting an impetus for merchants to refine their omnichannel strategies.”
The survey of 1,306 U.S. shoppers explores preferences, expectations, sentiment and behavior pertaining to purchasing, omnichannel experiences, packaging, shipping, returns and sustainability, the report states. These findings identify patterns and trends that brands and retailers can apply to optimize their omnichannel strategies.
E-Commerce Activity Remains Robust
In 2024, 61% of survey participants report shopping in-store specifically because they enjoy the experience (e.g., trying items on, comparing products, etc.), up 21% compared to last year’s study, according to the report. Additionally, 35% say they shop in-store because they don’t want to wait for online orders in the mail (+4%), and 15% say they shop in-store to avoid package theft (+8%).
Apparel and Cosmetics Consumers Prefer In-Store Shopping
When purchasing apparel and cosmetics products, shoppers are more inclined to make purchases in a physical location than they were last year, the report states. Forty-one percent of shoppers who buy cosmetics say they prefer to do so either in a brand’s physical retail location or a department/convenience store (+9%). As for apparel shoppers, 54% prefer to buy clothing in those same brick-and-mortar locations (+9%).
Consumers Prefer In-Store Returns
Fifty-five percent of shoppers (+15%) now say they would rather return online purchases in-store – the first time since early 2020 the preference to Buy Online Return In-Store (BORIS) has outweighed returning via mail, according to the report. Forty percent of shoppers say they often make additional purchases when picking up or returning online purchases in-store (+2%).
Consumers Rely on Mobile Devices While Shopping In Store
This year’s survey reveals that 77% of consumers search for items on their mobile devices while in a store. Sixty-nine percent compare prices with items in nearby stores, 58% check availability at other stores, 31% want to learn more about a product and 17% want to see other items frequently purchased with a product they’re considering.
“Omnichannel strength is not a fad; it is a strategic necessity for e-commerce and retail businesses to stay competitive and achieve sustainable success in 2024 and beyond,” added Wolpov in the release. “The findings from this year’s study underscore what we know our customers are experiencing, which is the positive impact of integrating supply chain technology solutions across their sales channels, enabling them to provide their customers with flexible, convenient options to personalize their experience and heighten customer satisfaction.”
