27 February 2023, Mumbai
More than 65 per cent of Indian consumers across all generations have shown a strong preference for shopping in brick-and-mortar stores. So says CBRE India.
Consumption via offline channels is driven directly by product and in-store experience. Brick-and-mortar stores continue to remain a prime retail channel for do-it-yourself and essential items like grocery and toiletries.
Preference for in-store shopping among Indian consumers of all generations corresponds with their desire to try on an item before buying. Examining the products remains the top reason driving people to brick-and-mortar stores across most categories; with the exception of essential items where immediate availability of products takes priority.
Consumers believe they are also able to find better product assortment in brick-and-mortar stores, especially when customization / personalization takes precedence. The experiential element also becomes a differentiating factor during in-store shopping.
About 65 per cent of city centre residents prefer to shop online for gifts, cosmetics, clothing and footwear along with essential items like grocery and toiletries. More than 55 per cent of small-town residents prefer online shopping for gifts, clothing and footwear and electronics; only 31 per cent prefer shopping online for grocery and toiletries. More than 70 per cent of late millennials prefer to buy their clothing and footwear and cosmetics online.
