Endear: consumers prefer shopping in-store with many splashing out again when associates follow up

New Endear research suggests bricks and mortar stores remain a critical driver of revenue, especially when brands follow up personally with shoppers after a visit. 

According to a survey of 1,000 Americans, conducted by Censuswide, more than a quarter report going to a store because they needed a specific item immediately, while fewer than one in ten cite promotions or coupons as the primary reason for their visit.

But the in-store experience doesn’t end when a shopper walks out the door. Follow up from store associates significantly shapes repeat behavior. More than 60% of respondents aged 24-54 are likely to shop again if a retail associate reaches out personally after their visit, with over a third saying they are very likely to return. More than half reported making an additional purchase because of an associate’s follow-up, and nearly four in ten have done this multiple times.

“Getting a new customer to visit the stores shouldn’t be the finish line,” says Leigh Sevin, Co-founder and CEO at Endear. “Our survey shows shoppers value human relationships and personalised communication. When sales associates follow up thoughtfully, it drives a 70% increase in order frequency and helps transform stores and sales associates into revenue drivers.”

“Our stores are more than just points of sale, they’re opportunities to build lasting relationships,” says Amanda Aldecoa, Regional Director at Jones Road Beauty. “As an Endear customer, we’ve been able to equip our associates with the tools to follow up personally after every visit. We’ve seen firsthand that thoughtful and intentionally timed outreach brings shoppers back and often leads to additional purchases. A simple reminder to restock mascara can turn a one time visit into long-term loyalty.”

Six in ten consumers say outreach from a store associate, not automated marketing, plays an important role in their shopping decisions. Exclusive in-store offers also influence repeat visits, cited by nearly half of respondents, while early access to new products motivates roughly 23% of shoppers to head to the store.

“As retail becomes more competitive, the associate is one of the most underleveraged growth channels,” adds Sevin. “With the right tools, every store visit can become the start of a lasting customer relationship that goes beyond a single transaction.”

2026 RTIH Innovation Awards

Physical stores will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.