Dive Brief:

• While many in the “age of disruption” have declared the end of brick-and-mortar, physical stores, which PwC in its Global 2015 Total Retail Survey calls “powerful, longlived and adaptable,” remain the preferred place to shop.

• Only two reasons why people shop online cannot also be fulfilled by physical stores — “being able to shop 24/7” and “no need to shop at a physical store,” the report says.

• Reasons to shop at a physical store are less easily achieved by online retailers: “I’m able to see, touch and try merchandise,” “To get the product immediately,” and “I’m more certain about fit/suitability of the product,” according to the report.

Dive Insight:

PwC’s report this year looked at four disruptions to retail: The changing role of the store, mobile and related technologies, the proliferation of social networks, and demographic shifts.

Essentially, online shoppers are thinking of retailers as one entity, yet many retailers continue to maintain separate online and physical systems. Online shopping is driving many offline sales, and consumers’ all-around omnichannel approach is leading to decreased store traffic and fewer impulse buys. Mobile is exacerbating it all, allowing consumers access to information about retailers and products in their pockets. The use of mobile, no surprise, is especially intense among younger digital natives.

“The smart phone is also a permanent connection between retailer and consumer that allows continual exchange and feedback from one to the other,” according to the report.