Washington – A new report commissioned by the CCIA Research Center explores the consequences of the increasing availability of online and omnichannel retail options on consumers. By reviewing different types of retail and comparing the experiences of city and rural shoppers, the report gives a clear overview of how digital shopping is changing what people buy, what they like, and the benefits they get from various shopping options. The report found that consumers prioritize shipping costs, travel time to the store, and return policy over loyalty to any particular retailer and the method they use to pay. This suggests that in the age of omnichannel retail, customers see little difference between online and in-store shopping. The rise of online and omnichannel retail serves as an equalizer of the shopping experience for urban and rural Customers.
The report finds that rural consumers benefit from omnichannel options like buy online, and pick-up in-store that let them know in advance which items are in-stock, so they don’t drive tens of miles only to find that a desired selection isn’t in stock. Rural consumers also benefit from increased competition provided by retail home delivery options, as rural consumers often have just a couple brick-and-mortar shopping options within a 30 mile radius.
The following quote may be attributed to Trevor Wagener, CCIA’s Chief Economist and Director of the Research Center:
“As retailers increasingly offer consumers a mix of brick-and-mortar and e-commerce options, consumers no longer care about whether a purchase is made online or in-store, and instead care about shipping cost, travel time to the store, order time, and return policies. The biggest beneficiaries from the increase in omnichannel options are rural consumers, who typically have few brick-and-mortar options in a 30 mile radius: just three grocery stores, two department stores, and one specialty store on average.”
