Mobile shopping or brick-and-mortar? When it comes to retail, that's not an either-or question, according to new data from RetailMeNot Inc and Kelton Global.

The survey found that most Americans still frequent a variety of physical stores. At the same time, though, they're using mobile to enhance their brick-and-mortar shopping experiences. These new findings about how mobile and in-store shopping work in tandem can help retailers shape their omnichannel strategy and rethink the way they are marketing their brick-and-mortar offerings.

85% of Consumers Shop In-Store Weekly

Shopping at physical stores remains an integral part of daily life for most Americans. In fact, 85% of survey respondents said they shop in-store during a typical week. Those shoppers visit an average of three stores (not including grocery stores).

Breaking down those findings by age group, the survey found that younger generations visited more physical stores per outing. Survey respondents from Generation Z said that during a typical week their shopping trips take them to 5.25 stores, while millennials visit four. Meanwhile, Generation X shoppers reported going to 2.75 stores, and baby boomers to two during an average weekly shopping trip.

Shoppers Seek Info, Deals on Mobile

While brick-and-mortar shopping continues to be prevalent among Americans, the rise of mobile has transformed the experience. The RetailMeNot survey found that shoppers prefer to consult their phones while they're in a store instead of talking to the store's employees. More than two out of three (69%) said they would rather review a product on their phone than speak with an in-store associate. And 53% said they would choose to look for discounts and offers on their phones instead of consult an associate.

And speaking of deals, consumers are savvy about using mobile to save money while in-store shopping. In the survey, 65% of respondents said receiving mobile coupons they can redeem in-store is important when shopping in physical stores. Additionally, 69% said receiving a personalized offer on their phone that they can use in-store would make them more likely to visit a physical retail location. To access those offers, nearly half of Americans have an app that collects deals and discounts across retailers on their smartphone.

In-Store Purchases Often Follow Omnichannel Journey

Another striking finding from the survey is that consumers who make an in-store purchase often start their shopping journey on another channel. More than half (53%) typically begin their shopping journey online versus 45% in a physical store. Of shoppers who look online first, 38% of those who begin their journey on a smartphone and 43% who begin their journey on desktop complete their purchase in a physical store. Americans are 30% more likely to complete a purchase in person than on their smartphone when they find a deal on their phone.

The Takeaway: Engage Shoppers Online and Offline

The findings from the survey show that the mobile phone is retailers' "greatest ally for in-store sales," says Marissa Tarleton, CEO of RetailMeNot.

For example, RetailMeNot has responded to consumers' desires to research and seek discounts on mobile before completing purchases in physical stores. Retailers can use RetailMeNot to create, distribute and validate offers to help drive in-store traffic.

By maximizing tools like RetailMeNot, retailers who dedicate marketing resources to engaging mobile shoppers with both online and offline content will be better poised to meet consumer needs.

For more details on the survey, visit here.