Apparel ranks as one of the most purchased categories online, but clothing stores in malls still own a strong advantage over e-commerce competitors.
That’s according to a survey by Valassis, the consumer promotion and coupon company, which surveyed consumers who visited an indoor mall more than times in the past year and found that 60% of them prefer to shop apparel in the physical marketplace. Their chief reasons for doing so: being able to try on items and visit — and compare selections — at several different stores.
The survey found mall shopping also offers other advantages compared to online options including:
• The social aspect of outings with family and friends;
• Convenience for quick gift purchases;
• A full-day experience that may include dining and entertainment; and
• The ability to compare prices and products across multiple stores.
Shoppers preferred online shopping as opposed to a mall, meanwhile, for a broader range of product options, avoiding crowds and parking problems, and reducing the amount of impulse purchases.
Asked what might entice them to visit malls more often, respondents said more discounts (59%), better parking accommodations (20%); events (18%), and grocery options (17%).