Consumers can get better deals at brick-and-mortar stores says ICSC

By

Obi Anyanwu

Published
Dec 5, 2016

With more consumers turning to mobile shopping for convenience, the International Council of Shopping Centers made a case for shopping at brick-and-mortar stores. The ICSC on Thursday released a report that revealed that consumers can find better deals at brick-and-mortar stores compared to online.

 
The report found that beauty products and women’s apparel, accessories, and shoes were less expensive in store than online. Products such as jewelry, lotion, cleansers and athletic wear sold for much cheaper in store and provide varied savings for consumers. Women’s accessories and women’s shoes were 5% and 7% less expensive in store, respectively, and consumers would’ve saved 9% by shopping in store for women’s clothing and saved 6% on beauty products.
 
Jewelry with non-genuine gemstones had the most savings at 30%, followed by lotions at 27%, bath/cleansers at 22%, athletic wear at 19% and sandals at 18%.

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The ICSC noted that consumers prefer to shop in store to be able to touch, see and try merchandise.
 
“There’s no replacement for the social and emotional aspects of going shopping nor the ability consumers have to touch, see and try out merchandise when they visit a physical store,” said ICSC President and CEO Tom McGee. “The convergence of digital and physical creates the added benefit of being able to price compare, research and evaluate purchasing options so consumers make better informed decisions while shopping.”