Home / Knowledge / News / Apparel/Garments / Over half of respondents in US shop online: Survey
Over half of respondents in US shop online: Survey
Jul '18
Over half of respondents in US shop online: Survey
Brick-and-mortar stores and indoor shopping malls are struggling, with over half of respondents reporting they do most of their shopping online, according to a recent survey. However, even amid the discussion of the ‘death of malls’, brick-and-mortar stores can influence those seeking a one-stop shopping destination with strategic updates and incentives.

Valassis, a leader in activating consumers through intelligent media delivery, has released new research highlighting consumers’ pain points and preferences when it comes to the indoor shopping mall experience.

The report says that there are a number of reasons consumers make the trek to a mall instead of shopping online. For instance, over 60 per cent of respondents said they are more likely to shop for apparel in a mall as opposed to through an e-commerce channel. Given the opportunity to visit multiple retailers and complete several purchases in one location (which 39 per cent found valuable), as well as try on and compare clothing options, this is a clear advantage that malls have over online storefronts.

The survey found mall shopping also offers other advantages including the social aspect of outings with family and friends (24 per cent); convenience for quick gift purchases (20 per cent); a full-day experience that may include dining and entertainment (19 per cent); and the ability to compare prices and products across multiple stores (18 per cent).

“While the retail industry is certainly being disrupted, brick-and-mortar stores are not going anywhere,” said Curtis Tingle, chief marketing officer, Valassis. “However, they do need to evolve to meet modern shoppers’ expectations. Consumers want convenience, product options and incentives and all brick-and-mortar retailers, especially malls, need to understand their audience so they can provide an experience that makes visiting worthwhile. Whether that’s offering more discounts, valet parking or incorporating in-store technology, it’s all about catering to customers’ preferences and differentiating the in-store and online experiences.”

Valassis’ survey not only uncovered factors that drive shoppers to malls, but also those that steer them away. Respondents prefer shopping online – as opposed to at a mall – for a broader range of product options/variations (40 per cent); avoiding hectic crowds/parking (38 per cent), not having to travel (24 per cent) and reducing impulse purchases (16 per cent).

On the flip-side, these shoppers can be encouraged to visit indoor malls with more opportunities for savings/discounts (59 per cent); better parking accommodations, such as valet (20 per cent); events such as pop-up shops and giveaways (18 per cent); and onsite grocery shopping options (17 per cent).

Technology is coming to indoor malls, but more can be done, as per the report. About 24 per cent of surveyed shoppers have experienced cashier-less checkout services and 20 per cent have used digital wallets or payment systems in-store via apps. Another 7 per cent have interacted with digital/voice assistants and augmented or virtual reality experiences. However, over half (51 per cent) of respondents have yet to encounter innovative technologies, providing a ripe opportunity for retailers to attract new, curious audiences.

According to RetailMeNot, retailers are working to increase their use of technology, with 39 per cent looking to employ voice-assisted shopping and 51 per cent placing a bigger focus on offers/discounts exclusive to mobile app users.

Shoppers want convenience, in the form of minimal wait time and easy check-out (25 per cent); ability to receive the product sooner (21 per cent); customer assistance/service (18 per cent); option to return online purchases in-store (13 per cent) or buy online and pick-up in-store (11 per cent); and using mobile apps to redeem coupons and pay (11 per cent).

Malls have room for improvement – the top three things consumers want to see more of when shopping at these locations are savings, coupons and deals, shorter lines and wait times, and more access to in-store customer service reps.

Using Google Consumer Surveys, Valassis surveyed approximately 1,000 consumers who have been identified as ‘regular mall shoppers’ (those that have visited a mall more than three times within the past year). For the purposes of this survey, a ‘mall’ has been defined in the traditional sense of an indoor shopping centre. All respondents were located in the US and were over the age of 18. The survey was conducted in May 2018. (KD)

Fibre2Fashion News Desk – India

Must ReadView All

Pic: PR Newswire/Hoang Trieu

Apparel/Garments | On 14th Jul 2020

Dony Garment makes protective gear main production line

Dony Garment, a Vietnamese garment production company, has made...

Pic: Bodygram

Retail | On 14th Jul 2020

Transcosmos signs agreement with Bodygram, Japan

Transcosmos, headquartered in Japan, has signed a partnership...


Textiles | On 14th Jul 2020

How clothes are used determines sustainability: AWI

Sustainability of clothing greatly depends on the number of times it...

Interviews View All

Veronique Lee, Modavanti

Veronique Lee

‘Sustainable fashion is trending upwards, slowly but surely, as people...

Abhimanyu Singh Rathore & Barbara Anna Kosiorek, Kannbar

Abhimanyu Singh Rathore & Barbara Anna Kosiorek

‘Blending cultures is the true beauty of fashion, where one’s imagination...

Top executives, Textile industry

Top executives
Textile industry

Sri Lanka has a good sustainable track record and strong stories to back it

Jason Remnant,

Jason Remnant

<div>Xaar plc develops digital inkjet technology; it designs and...

Harsh Shah,

Harsh Shah

Established in 1956 with a small beginning, Embee today manufactures a...

Carolin Russ,

Carolin Russ

Weko, Weitmann &amp; Konrad GmbH &amp; Co KG, based in south Germany, is...

Matthew Kolmes, Supreme Corporation

Matthew Kolmes
Supreme Corporation

Supreme Corporation manufactures innovative specialty yarns and safety...

Giulio Cesareo, Directa Plus

Giulio Cesareo
Directa Plus

UK-based Directa Plus is one of the largest producers and suppliers...

Justin Gutierrez, INDA

Justin Gutierrez

The Association of the Nonwoven Fabrics Industry (INDA) has created a new...

Samar Firdos, Arvind Ltd

Samar Firdos
Arvind Ltd

<b>Samar Firdos</b>, Chief Manager (Design) at Lifestyle Apparel Denim...

Anisha Chaudhari, Threads & Shirts

Anisha Chaudhari
Threads & Shirts

Threads &amp; Shirts is a freshly-tailored concept providing men/women a...

Ruma Devi, Gramin Vikas Evam Chetna Sansthan

Ruma Devi
Gramin Vikas Evam Chetna Sansthan

Ruma Devi is a jet-setting promoter of artisans who has empowered...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


Leave your Comments

July 2020

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

Advanced Search