GfK: Buying tech offline still has appeal

Analyst confirms IT consumers still want to visit retail outlets as well as shop online

Figures from market research firm GfK show that consumers still visit bricks-and-mortar retailers despite the advantages of shopping online, suggesting that offline sales retain appeal in terms of immediacy and support for a purchase.

"Despite increasing pressure on offline retail from its newer, online counterpart, GfK data shows that customer journey patterns continue to mix these channels. Retailers need to think creatively about adopting an omnichannel approach," concluded the company in a statement.

"The overwhelming majority of tech products are, in the end, still purchased from bricks-and-mortar stores. GfK forecasts indicate no sudden decline in the offline channel, thereby raising the question of why."

GfK research identifies three key reasons why offline is proving resilient when it comes to technology sales. The first is convenience, as a bricks-and-mortar retailer can supply the product to take home straight away. If there are problems, the consumer simply returns the device to the shop from which it was bought, which is less hassle, according to GfK, than having to repackage it and organise return delivery.

The second reason, GfK said, was probably the increased complexity of technology products.

"GfK data shows declines in sales volumes of traditional technology products such as satnav devices and plasma TVs, while observing strong growth in smartphone and tablet sales.

"A key feature of the latter products is that they rely on ecosystems that typically interconnect devices in order to operate optimally. As such, less-confident shoppers look for good-quality advice while tech-savvy consumers visit stores to road-test the latest products," the firm said.

Thirdly, the ability to handle and look at the goods helps consumers choose in the first place. According to GfK, this includes the technology sector, because even shops selling gaming products often allow shoppers to play with the latest kit.

Ultimately, offline sales may still be beaten by online, but if retailers focus on the above, bricks-and-mortar tech stores may retain relevance for much longer, suggested GfK.

"[We] found extensive movement [of consumers] between channels, with people switching from store to online and back again, and not necessarily in a consistent and linear fashion. The implication of this is that tech companies need to ensure consistency of messaging across multiple channels which complement each other," the firm said.

"When combined effectively, both online and offline channels can continue to have a crucial role in boosting sales."