For years the rise of online shopping has raised concerns in the retail industry about the future of brick-and-mortar stores. But what do customers think about this trend? Researchers at the University of Arizona conducted a study asking that question.

The study found that many shoppers still like going to brick-and-mortar stores.

The team surveyed 400 consumers about shopping habits and how they feel about today’s retail environment. The responses showed that while the participants were split between preferring online shopping and in-person shopping, most agree that if brick-and-mortar stores were to go away completely, it would be bad for society. Most participants said that complete elimination of brick-and-mortar stores would lead to a loss of jobs, decrease in social interaction and possibly increase crime.

The researchers analyzed over 1,600 comments on online articles about today’s retail environment. They also sent out a survey to 400 participants. This study asked open-ended questions about the retail environment of today, the participant’s personal shopping habits and how they feel about the future of retail.

Participants who prefer to shop online said that online shopping is faster, more convenient and has many options available compared to physical stores. Participants also said online shopping offers a much-needed convenience for people who are older, have a disability or mobility issues. Some people even said they like online shopping because they don’t have to interact with other people.

Participants who prefer to shop in brick-and-mortar stores said they like the tactile experience that stores provide. They like to touch, smell and try on items before purchasing. These participants also like the social interaction. There were a few participants who said shopping is their main form of exercise.

But no matter what their personal preference is, most participants agreed complete elimination of physical stores would be bad for society.

"The majority said this would be terrible," said Sabrina Helm, University of Arizona researcher and associate professor in the UA Norton School of Family and Consumer Sciences in the College of Agriculture and Life Sciences.

"There's a sense that brick-and-mortar stores are part of the social fabric of our society. If they disappear, many are concerned about the economy and what this will do for jobs and revenue for communities. Many people also said stores were vital to their quality of life. There are also fears that come from the closure of store spaces: What happens with all that empty space? Is crime going to increase because of all these empty areas? The crime rate was also a concern with regard to increased online shopping: Are there going to be more home invasions because there are all these packages on door fronts?"

Some people expressed worry that social skills will worsen with the elimination of stores. They stated that small interactions, while checking out or being shown to a dressing room, are key to strengthening social skills, like how to be polite to an employee.

A minority group of participants reported that the elimination of brick-and-mortar stores would be good for society. These participants say that former retail spaces could be turned into parks or other green spaces that could encourage people to get out of their houses, spend time with nature and participate in social activities other than shopping.

In the past, retail has weathered other transformations. In the late 1800s department stores arrived. In the 1950s malls collected retail stores in a single building. The 1960s brought big box retailers. All of these changes had a strong effect, but e-commerce is bringing about the biggest transformation yet.

From 2016 to 2017, 7,000 stores closed; from 2011 to 2017 e-commerce increased by 101%. Retailers can potentially use the survey results to overcome that trend and drive traffic back into their stores.

"There's a recognition with the advent of the internet that consumers have more power in deciding how retail channels evolve," Helm said.

The retail industry needs to adapt to consumer habits to be competitive with online shopping. Some companies integrated more technology, but that is not what customers want. The survey found many customers avoid shopping in stores because of long lines, poor customer service and items they are looking for are often not in stock.

Helm added, "Keeping people in the store starts with the basics."

The paper on this study was published in the Journal of Retailing and Consumer Services.