A local store with a customer using a smartphone to scan a QR code, showcasing the blend of digital and physical shopping in a welcoming community setting.

The Digital-Physical Divide: How Local Shoppers Research Before They Buy

Marketing
April 22, 2025•1 min read

As a local business owner, I’ve seen how shopping habits are changing. Did you know 92% of people research online while in a brick-and-mortar store? (PowerReviews) This shows customers want information and a great in-store experience. Brick-and-mortar stores are more than just places to buy—they’re where people verify products and enjoy shopping. To build trust, your reviews and product details must be the same online and in-store.

Mobile devices turn stores into part of the online research journey. In 2024, 72% of in-store shoppers use phones to compare prices, and 69% check reviews (FitSmallBusiness). By 2025, over 10% of U.S. retail sales will come from mobile commerce (WebsiteBuilderExpert). This hybrid shopping trend means local stores can connect with customers at multiple points. Here’s how to make it work for your business:

  1. Add Digital Touchpoints In-Store: Set up QR codes or tablets so customers can check reviews or product details while shopping.

  2. Keep Information Consistent: Update your website, Google Business Profile, and in-store signs to show the same prices, reviews, and product info.

  3. Optimize for Mobile: Make your website easy to use on phones, with clear product details and fast-loading pages.

These steps help you meet customers where they are—online and in-store. By blending digital and physical experiences, you can turn curious shoppers into loyal buyers.

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