It’s often easier to shop from home than it is to visit a store, but that does not mean brick-and-mortar retailers have no advantages over their digital rivals. Traditional stores can obviously offer shoppers the ability to handle merchandise, try it on, and see exactly what it looks like. That can minimize returns and lead to higher customer satisfaction. But it’s not the most important thing to consumers, according to a new study from BRP. The retail management consulting firm found that 79% of survey respondents “indicated personalized service from a sales associate was an important factor in determining at which store they choose to shop.” The study also found that 64% of consumers “are comfortable with retailers identifying them via their mobile phone when they enter a store, as long as it means they are offered a personalized experience.” Read more at The Motley Fool.