Publicis Sapient conducted a survey of consumers in five countries to understand their opinions on store experience and how retailers can tailor e-commerce and brick-and-mortar stores to fit their needs.
92% of consumers prefer to shop for some items in-store rather than online.
The top items to shop for in-store are:
When asked, “Which, if any, of the following items would you prefer to shop for in-store rather than online?” the responses were as follows:
| Item | US | UK | France | Germany | Australia | All |
|---|---|---|---|---|---|---|
| Perishable items (e.g. produce, groceries, meat, etc.) | 66% | 62% | 64% | 65% | 60% | 64% |
| Fashion/apparel | 49% | 48% | 48% | 47% | 48% | 48% |
| Home improvement/hardware | 36% | 34% | 32% | 33% | 31% | 33% |
| Luxury items (e.g. handbags, watches) | 25% | 24% | 25% | 24% | 23% | 24% |
| None of the above | 7% | 8% | 7% | 7% | 8% | 7% |
| I do not like to shop in-store | 5% | 5% | 5% | 5% | 5% | 5% |
Consumers will continue engaging with the physical channel:
Top reasons to shop in-store vs. online:
Gen Z is more likely than other age groups to shop in-store for:
They are less likely than other age groups to shop in-store for:
Gen Z (ages 18-24) were more likely than older generations to engage in in-store experiences like pop-ups, coffee shops, or product demonstrations (50% vs. 24%).
Percentage of consumers who check retailer inventory always or often:
To create a seamless experience, retailers must ensure that inventory is accurate and up to date across all channels. 43% of consumers say that inventory accuracy is the second most important factor when shopping in-store.
Retailers can encourage app downloads through omnichannel in-app experiences that let consumers visualize products in their home, add customer reviews, navigate the store, play games to win prizes, or search for store style inspiration.
Most valuable app features according to consumers:
What percentage of consumers enjoy in-store shopping?
YouGov administered the survey among 2,700 participants in November 2022 in the U.S., U.K., France, Germany, and Australia. The survey was designed to represent online adult populations and evaluate consumer attitudes towards shopping in-store and online to help brands create relevant selections and build better customer relationships through personalized and engaging experiences.
Contact us to discuss how to apply these findings to your business.
JACKIE WALKER
Retail Experience Strategy Lead, North America
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Publicis Sapient