THE SHOPPING EXPERIENCE SURVEY

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.

CONSUMERS STILL LOVE SHOPPING IN-STORE

92% of consumers prefer to shop for some items in-store rather than online.

The top items to buy in-store are:

64% perishable items (e.g., groceries, meat, produce)
48% fashion (e.g., clothing, shoes, accessories)

When asked, “Which, if any, of the following items would you prefer to shop for in-store rather than online?” consumers responded:

Item Type	US	UK	France	Germany	Australia	All
Perishable items	66%	64%	62%	65%	63%	64%
Fashion	49%	47%	49%	48%	47%	48%
Home improvement	36%	32%	32%	34%	33%	33%
Luxury items	25%	24%	25%	24%	24%	24%
None of the above	5%	6%	5%	5%	5%	5%

Enjoyment of in-store shopping by country:

United Kingdom: 62%
United States: 64%
France: 75%
Germany: 61%
Australia: 67%

Consumers will continue engaging with the physical channel:

16% plan to shop MORE in-store
64% plan to shop THE SAME amount in-store

YOUNGER GENERATIONS EXPECT MORE FROM IN-STORE SHOPPING

When asked their #1 reason to shop in-store vs. online, consumers said:

38% See/try products
32% Try on/fit
21% Touch/feel
7% Need it immediately
1% Other

Gen Z is more likely than other age groups to shop in-store for:

7% Try on/fit
9% Need it immediately

They are less likely than other age groups to shop in-store to:

25% See/try products

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%).

SEAMLESS EXPERIENCES BRIDGE THE PHYSICAL WITH THE DIGITAL

75% of consumers have used their mobile device while shopping in-store.
86% of Millennials (age 25-34) are the most likely to use their mobile device while shopping in-store.
71% of all consumers have checked retailer inventory always or often.

To ensure a seamless experience, retailers should:

43% Make sure inventory is accurate
38% Make sure inventory is up-to-date
34% Make sure inventory is easy to find

The key to winning e-commerce customers is stellar site search coupled with engaging and personalized content.

49% of people said the ability to search for products is the most valuable feature when online shopping
31% said the ability to see what is in stock is the most valuable feature
21% said the ability to see reviews is the most valuable feature
60% said they would stop shopping at a retailer if they displayed a 'ship back' return time

Retailers can encourage app downloads through omnichannel in-app experiences and help customers visualize products in their homes. In-store, make the process to pay, play games to inspire, or share style inspiration.

WHEN IT COMES TO CUSTOMER LOYALTY, DETAILS MATTER

73% of consumers said that loyalty programs are important to their shopping experience
63% said that personalized offers are important to their shopping experience

ABOUT THE RESEARCH

YouGov administered a survey among over 7,200 respondents across France, Germany, the U.S., the U.K., and Australia in December 2022. Survey questions focused on which items consumers prefer to purchase in-store vs. online, the value of in-store experiences, the role of mobile and omnichannel features, and the importance of loyalty programs and engaging, seamless 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