Independent retailers are facing real pressure. Shoppers are more value-conscious than ever, and online marketplaces have set a high bar for speed and convenience. But physical stores still have leverage — and the data backs it up.
Lightspeed Product Marketing Manager Roslyn Gombe and Technical Solutions Consultant Ryan Baillie joined Shop Eat Surf Outdoor Editor-in-Chief Tiffany Montgomery for a webinar on how retailers can hold their ground and grow. Their discussion drew on a survey of more than 300 North American shoppers to identify where stores still win, and what it takes to keep them winning.
“Shoppers don’t choose channels. They choose outcomes,” said Gombe. “Physical stores and marketplaces do different jobs. Merchants need to zone in on what their customers are looking for in that moment, whether it’s speed, price, or reassurance.”
Watch the instant replay of the discussion here.
Key Takeaways
The panelists shares strategies and tips such as:
Competing on price isn’t the play. Marketplaces tend to win that game. The real opportunity is to focus on what online platforms can’t easily replicate: human connection, expert service and the confidence that comes from seeing, touching, and trying a product in person. The top reasons shoppers choose in-store over online all came back to reducing uncertainty and feeling more confident in their purchase.
Promotions and perks matter, but so does framing. Around 50% of sports shoppers said lower prices and promotions would influence their decision to buy from an independent retailer. But 82% said exclusive in-store perks would bring them in more often. The goal isn’t to discount everything — it’s to give customers a reason to visit that feels worth it.
Staff are your strongest loyalty driver. 53% of respondents said a positive experience motivated them to return to a store, with friendly and knowledgeable staff cited as the top factor. On the flip side, unhelpful service and long lines actively erode an otherwise good visit.
Availability builds trust. Only 14% of shoppers will wait for an out-of-stock item to be restocked. Stock-outs don’t just cost a sale. They can quietly train customers not to come back. Gombe and Baillie pointed to demand forecasting tools and automated reorder points as practical ways retailers can stay ahead of this.
Your website is your storefront. For many shoppers, the decision to visit a store happens before they leave home. Approximately 38% of respondents said they want physical stores to offer real-time inventory updates online. Blurry images and missing product descriptions are red flags that can stop a visit before it starts.
The right tech helps retailers compete on convenience and win on experience. From mobile checkout apps that reduce wait times to AI assistants that surface inventory insights in plain English, connected tools free up time and help staff deliver the kind of service that keeps customers coming back.
“We want to make it as simple and seamless for the customer as possible,” Gombe said. “Connected systems that boost visibility, accuracy, and efficiency allow you to focus on what matters most: the customer experience.”
