As we know, traditional brick-and-mortar retailing is far from dead. However, it is changing and it is affected by alternative shopping formats. So, what’s next?

eMarketer reports that:

“Thanks to digital devices, mobile in particular, the path to purchase starts long before consumers step foot in-store. Still,  brick-and-mortar isn’t dead, as evidenced by a June 2014 study by ORC International for Capgemini. Among digital shoppers worldwide, 72% said the traditional store experience was important when making a purchase — the highest percentage out of locations and channels studied. The Internet landed second, at 67%.”

“Results indicated that there was indeed demand for a more digital store experience among today’s tech-savvy shoppers. The majority of respondents said that in-store technology, such as kiosks, was important when buying an item. Despite mobile’s rise and rumors of showrooming, smartphone Web sites and apps trailed behind in-store tech and even E-mail as important channels for purchases.”

Click the chart to read more from eMarketer.

And click the image below to read more on this topic from JWT Intelligence.