Physical stores win out over online competitors in this category

JUNE 2018


Online Shopping

Brick & Mortar

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.
  • 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%).

Security has always been a top concern for mobile POS, and it remains the most important consideration for any retailer seeking out a new solution. Payment security is even more important than the user experience, because security gaps will compromise any efforts to drive adoption — and it will kill the trust of your consumers in a hurry.

The most important feature, according to Retail Customer Experience, is ensuring that an mPOS tightly controls sensitive transaction data. This means that any credit card data, or other sensitive transaction information, should never be stored in the mobile device’s memory, even briefly. The mPOS itself must contain and protect that data so that it can’t hit the device’s hardware, therefore opening it up to vulnerabilities.