Dive Brief:

• 90% of retail sales happen in physical stores, and 95% of retail sales go to retailers who have physical retail stores, according to consulting firm A.T. Kearney’s Omnichannel Shopping Preferences Study entitled "On Solid Ground: Brick-and-Mortar is the Foundation of Omnichannel Retailing​."

• Not only that, but two thirds of consumers touch base with a retailer’s brick-and-mortar store before or after buying online, the survey found. The study found that physical stores lead to online sales.

• The study asked 2,500 American shoppers of all ages about their shopping habits and preferences. 

Dive Insight:

Yet another study teases out the value of brick-and-mortar retail stores as a preferred place to shop. But a key take away of this one is that physical stores have a value for retailers beyond the sales that happen there, as they drive a significant portion of web and mobile sales.