For many customers, online shopping is more convenient than visiting a brick-and-mortar location. Based on ChoiceStream's recent survey of more than 1,000 consumers, only 25 percent of respondents stated that in-store purchases are the easiest way to shop. But with physical sales still dominating retail's revenue stream, some merchants may be wondering what generates so much traffic to their shops. 

In many cases, the main incentive that drives customers to buy items in person is instant gratification, with 64 percent of consumers reporting that they wanted products right away. Other issues, such as being able to see, touch or try on items, were also significant reasons for why people still favor stores. 

In light of these findings, many retailers have an opportunity to improve how they run their store operations. Matching the ease of ecommerce may be difficult, but providing a more streamlined sale process can help merchants stand out while still offering shoppers immediate gratification. Best in class retail software can swiftly complete transactions and give customers the sense of satisfaction that they crave when visiting brick-and-mortar stores.