Why Are So Many Consumers Checking Out Of In-Store Shopping?

What's Next In Payments®
7:26 PM EDT May 18th, 2013

By Pete Rizzo, Editor (@pete_rizzo)

Love in-store shopping, but hate the checkout aisle?

A new study from SYNQERA, a Russia-based provider of personalized multi-channel communications, indicates you’re not alone. Worse for retailers is that the poll found that nearly one-in-five consumers think this part of the shopping experience is beyond saving.

These results were released by SYNQERA in a new infographic, which was based on a survey it conducted on the habits and preferences of American shoppers of varied age groups and income levels. Overall, the poll found that 67 percent of respondents prefer shopping in-store to conducting transactions online, even despite problems at the checkout.

But consumers were overwhelmingly negative about their average checkout experience, with 73 percent saying that waiting in the checkout line is their least favorite part of in-store shopping. Still, some of the participating consumers did have ideas about how the checkout process could be improved.

In this PYMNTS.com Data Point, we’ll take a closer look at the statistics so that retails can better adapt their in-store experience to meet consumer expectations.

The Statistics By Gender And Age

SYNQERA’s research indicates that the majority opinions found in the study were common across gender lines, as 48 percent of respondents were male and 52 percent were female. In addition, while the vote against online shopping would lead many to suspect a prevalence of older shoppers in the sample base, the company’s data suggests this was not the case.

In fact, more respondents fell within the 18 to 34 year old demographic – 39 percent – than any other. Twenty-eight percent were 55 years or older, 19 percent were between 45 to 54 years of age and 15 percent were between 34 to 44 years old.

The Statistics By Income

These opinions were also representative of consumers with a wide range of annual earnings. While some opted not to provide these personal details, 96 percent shared information with SYNQERA regarding their yearly take-home pay. Though, due to inconsistencies with any survey, some earnings brackets were disproportionately represented. Twenty-three percent netted between $50,000 and $74,999 annually, 18 percent earned pay in the $35,000 to $49,999 range and 15 percent reported making $20,000 to $34,999 from their employers.

By comparison, only 4 percent earned more than $150,000 and just 9 percent made less than $20,000.

How Respondents Say In-Store Shopping Can Improve

The study also provided data that could be used by retailers to improve the buying experience they provide at their physical locations. For example, 75 percent said they are more likely to make purchases when they are in a good mood.

Further, 76 percent said they would find the checkout experience more enjoyable if they received personalized coupons at the checkout, while 66 percent said they would be more likely to frequent a merchant that provided personal shopping suggestions.

To share these stats with your company, view the full infographic below.

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