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.
| Item Type | US | UK | Germany | France | Australia | All |
|---|---|---|---|---|---|---|
| Perishable items (e.g., produce, groceries) | 66% | 62% | 65% | 62% | 65% | 64% |
| Fashion (e.g., clothing, shoes, accessories) | 51% | 47% | 48% | 47% | 47% | 48% |
| Home improvement (e.g., tools, appliances) | 36% | 33% | 34% | 32% | 34% | 34% |
| Luxury items (e.g., handbags, jewelry) | 25% | 23% | 23% | 22% | 23% | 23% |
| None of the above | 7% | 8% | 7% | 8% | 7% | 7% |
They are less likely than other age groups to shop in-store for immediate purchase (25%).
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%).
To create a seamless experience, retailers need to ensure that inventory is accurate and up to date. 43% of consumers have left a store because the item they wanted was out of stock, and 34% have left because the item was not available in the size or color they wanted.
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 in-store style inspiration.
Video: International survey among 2,700 consumers in five countries (the US, the UK, France, Germany, and Australia). The Summer 2022 survey asked for sentiment on value of in-store and e-commerce experiences. Publicis Sapient advises retailers and brands to help brands create relevant selections and to help customers navigate through personalized and engaging store services.
Contact us to discuss how to apply these findings to your business.
Retail Experience Strategy Lead, North America
Get in touch
publicis sapient