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., groceries, meat) | 66% | 64% | 62% | 65% | 63% | 64% |
| Fashion/apparel | 49% | 48% | 47% | 48% | 48% | 48% |
| Home improvement/hardware | 36% | 34% | 32% | 33% | 34% | 34% |
| Luxury items (e.g., handbags, watches) | 25% | 24% | 23% | 24% | 24% | 24% |
| None of the above | 8% | 8% | 9% | 8% | 8% | 8% |
Enjoyment of in-store shopping remains high:
Consumers will continue engaging with the physical channel:
Top reasons to shop in-store versus 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 ensure a seamless experience:
The key to winning e-commerce customers is stellar site search coupled with engaging and personalized content:
Retailers can encourage app downloads through omnichannel in-app experiences and help customers visualize products in their homes. In-store, retailers can make the store more enjoyable to shop, play games to inspire, and offer style inspiration.
YouGov administered a survey among over 7,200 respondents across France, Germany, the U.S., the U.K., and Australia in March 2022. Survey participants were a mix of men and women, ages 18+, who had shopped in-store or online in the last 30 days. Results were weighted to be nationally representative of each country. The survey was designed to help brands understand how to best bridge the physical and digital shopping experience to create relevant and engaging experiences.
GET IN TOUCH to discuss how to apply these findings to your business.
JACKIE WALKER
Retail Experience Strategy Lead, North America
Jackie.Walker@publicis.sapient.com