How to win the wallet war

By Alexandra Richter

BUFFALO, N.Y. — Retailers looking to secure a greater wallet share in today’s competitive environment must adapt strategies to consumers’ evolving priorities and strike the right balance between innovation and tried-and-true shopping experiences, according to new research from the University at Buffalo School of Management.

The study, “War for Wallets: The Retail Battlefield of Clicks and Bricks,” confirms that price remains a dominant concern for nearly 70% of shoppers, while highlighting emerging concerns around AI, physical store security and broader economic and geopolitical issues.

“Retailers must remain agile and adapt to consumers’ shifting priorities,” says the study’s author, Dinesh Gauri, Melvin H. Baker Professor of Marketing, and faculty director of the Center for Marketing Analysis in the UB School of Management. “As economic conditions and financial pressures continue to shape purchasing decisions, retailers must prioritize value-driven pricing, personalized promotions and flexible payment options.”

To understand consumer behavior, Gauri surveyed nearly 1,800 shoppers last fall. His findings underscore a clear divide in shopping habits, with Walmart dominating in-store purchases and Amazon maintaining the lead online.

Yet, in grocery, no single retailer stands out. Gauri recommends grocery stores improve the online shopping experience by speeding up order fulfillment, making websites easier to navigate and offering personalized promotions. The study also found that as income levels increase, so does the adoption of curbside pickup.

The results also indicate that younger consumers are more inclined to adopt emerging delivery technologies, with 54% open to both self-driving vehicles and drones, while older generations approach this technology with caution. To address these differing preferences, Gauri suggests retailers refine how they integrate online and in-store experiences.

 “Capturing greater market share hinges on creating compelling alternatives that blend convenience, trust and brand loyalty,” says Gauri. “Retailers should tailor their approach to meet shoppers needs — expanding curbside pick-up for tech-savvy shoppers while gradually introducing new delivery methods to earn the trust of older demographics.”