A hefty majority, eight in 10, of consumers are back to shopping in the store during the past 12 months and 52% cite it as their preference when it comes to shopping. Just one in four for prefer ordering and delivery.

Those are top findings from a Service Management Corp. research report on what aspects of the cross-channel retail experience matter most to consumers. The study polled more than 6,000 consumers, according to a press release on the findings.

A great store experience is paramount and nearly half of those polled browse online before visiting a store. When it comes to delivery the offer of free beats a promised “fast” experience. For online shoppers, free delivery was nearly two times more popular than the second favorite online aspect — ease of shopping.

Roughly half of those polled are using digital channels to compare prices and view offers or promotions, and value-based shopping will likely continue growing with consumers reducing retail spending due to inflation.

“While the proverbial return to normal has been anything but predictable, the pillars of delivering a consistent retail experience have reemerged: cross-channel consistency, value and frictionless experiences,” SMG Research Director Kurt Cederman said in the release. “With heightened concerns about inflation, retail brands will have to balance perceptions about value and convenience as we move into the holiday shopping season.”