Eyewear is one area where customers still want to try things on.

With Amazon poised to make its surprise debut this month as a brick-and-mortar retailer, various studies are beginning to show that online selling is not quite the revolutionary force it has been cracked up to be. A recent consumer survey by a tech website shows that 78 percent not only prefer to shop in-store, but also spend six times more in-store than online. In product areas such as apparel and eyewear, “73 percent of consumers want to try on or touch merchandise before they make a purchase.” The website suggests that omni-channel retailers – those offering in-store and online options – are the wave of the future, citing eyewear company Warby Parker as “one e-tailer that has successfully integrated storefronts into its online business to better connect with its customers.”

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