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Despite the rise of e-commerce, 91% of shoppers still made purchases in a physical store over the holidays, an ICSC survey reveals. The survey also revealed a surprising amount of synergy between the online and in-person shopping experiences.
ICSC CEO Tom McGee tells Bisnow that retailers are finding a way to leverage "digital channels into sales." The data was sampled from 1,014 adults 18 or older, the study says.
“The story of bricks vs. clicks is an old one,” he adds. “The story is now one of a shopper getting the best of both worlds."
According to the report, 32% of shoppers opted for “click-and-collect,” making purchases online and then picking them up in-store. 76% of those shoppers made additional purchases once inside.
