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Welcome to UserTesting HITs, an ongoing series in which we share human insight trends (HITs) that we uncover from studies conducted by the UserTesting team. We hope you find these insights interesting and that they inspire you to conduct similar studies of your own!
Since the onset of the pandemic, the US retail industry has seen a 69% increase in online retail sales. We spoke with shoppers in the US and UK to understand what drives the decision to buy online versus in-store and what retailers can do to increase shopper comfort.
Online: Online shopping is considered to be safer and more convenient, contributing to shopping behavior largely shifting to digital channels. Additionally, many stores are still closed, so online is the only option for many shoppers
I'll wait until I need a larger amount of things and hopefully go somewhere where it has all of them.
In-store: Consumers are using safety-related strategies, such as waiting until they have many items on their list, shopping for all items at one store, and getting in and out of store as quickly as possible.
Online
In-store
The main concern is whether I can get what I need and the time it will take. Stores restrict how many people can go in at any one time, which slows it down and there are a lot more queues.
Availability of stock is quite varied so I don’t like going out for a wasted trip at any time, which has happened a fair bit so far.
Safety before and after purchase
Confidence in purchase
Purchase timing
Have you conducted a similar study? Did these findings inspire you to run some experiments of your own? Insights are always best when shared, so share your biggest "a-ha" moments with us on Twitter with #RealHumanInsight.
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