​Customers love the convenience of online shopping – they can make a purchase in seconds from the comfort of her home. It means no more long lines with the kids in tow, and one less thing to add to her to-do list. However, there are certain in-store experiences that moms cannot get online. For instance, clothing can’t be tried on prior to purchase and toys can’t be felt for durability.

On the other hand, brick-and-mortar stores may not offer the seemingly endless selection that online retailers do. Additionally, their reliance on foot traffic and word-of-mouth to drum up business may put them at a disadvantage. Despite these benefits and drawbacks, both types of store are valued by customers and chosen for different reasons.  Who will win the battle over their customers spending power? Brick & Mortar Retailers must keep the pros and cons of each in mind as they market to their customers.

61% of consumers shop in-store, compared to only 31% who turn to the internet. This is good news for brick-and-mortar businesses. One of the largest drivers for in-store shopping is the ability for customers to receive the product immediately. Until eCommerce can find a less expensive solution for same-day or 1-day delivery, in-store shopping will continue to win on this point. Also, moms often shop as a social activity – whether it’s to look for new clothes (and get a second opinion) or as a day to browse with friends. This experience simply cannot be replicated online.

Another major benefit for brands that operate brick-and-mortar stores is the way in which consumers spend their money while shopping. 40% of shoppers spend more than they had planned to while shopping in stores, while only 25% of shoppers do so when shopping online. Beautiful storefronts and point-of-purchase displays can strongly influence moms to make an impulse purchase, and are much harder to ignore than online ads.

Customers may also enjoy the personal connection with store employees, a well-executed store atmosphere, and the ability to touch and hold products before purchase. All of these aspects can lead to higher in-store purchases. Apple, Whole Foods, and Nordstrom’s are a few companies that have done an excellent job of training employees to be knowledgeable about their products and services. This is important more than ever, as consumers don’t get this immediate assistance when they shop online. They may read review after review, but it’s not always as helpful as in-person assistance. Brands must remember how crucial this is as they control how their store is operated. Keep moms in mind, and you may see an increase in sales.