Though consumers are using digital tools to make purchasing decisions, they continue to shop offline. DMI’s research appears to illustrate that consumers will use artificial intelligence tools, mobile technology and Amazon’s search engine to find new products, but ultimately they prefer to pick up their goods in-person and like to get answers to product questions from in-store staffers. DMI’s survey found that 76% of respondents said store visits provided the best way to communicate with brands, compared to 59% who said email and 56% who said phone calls were the most satisfying way to communicate with companies.
DMI’s research appears to show that Amazon’s dominance in the online retail marketplace is not necessarily a bad thing for brands, however. Retailers can learn from the company about how to better serve their customers.