News

Report: Brick-and-mortar locations still very important, desktop sites too

April 25, 2018

New research from mobile marketing and customer engagement company, Tune, shows that at least in the U.K., brick-and-mortar restaurants and other retail establishments are still important to consumers. 

The company's most recent "Taps, Clicks and Bricks" report investigates omnichannel engagement across mobile, web and in-store transactions, according to emailed information on the study. 

Some of the more salient results of interest to restaurant operators include: 

• Nearly half of those surveyed prefer brick-and-mortar stores to mobile for basic, repetitive purchases.
• 46 percent said the desktop still has an important place in brand engagement.
• 30 percent said stores still play significant roles in their initial brand and product "discovery phase."
• 67 percent reported seeing brand messages through mobile tools like smartphones and tablets.
• Stores are preferred by 53 percent of consumers for "expensive, special or complex products," while desktops are preferred by just 23 percent for the same types of goods. 

The survey involved 2,750 consumers between 14 and 65 years or older in the U.K. and U.S., the company said. It also conducted interviews in person and electronically with 70 top marketers from leading brands and agencies.