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 | France | Germany | Australia | All |
|---|---|---|---|---|---|---|
| Perishable items (e.g., produce, groceries, meat) | 66% | 62% | 66% | 62% | 65% | 64% |
| Fashion (e.g., clothing, shoes, accessories) | 51% | 47% | 54% | 44% | 45% | 48% |
| Home improvement (e.g., tools, paint, appliances) | 36% | 33% | 38% | 32% | 36% | 35% |
| Luxury items (e.g., handbags, watches, jewelry) | 25% | 23% | 28% | 23% | 25% | 25% |
| None of the above | 7% | 8% | 6% | 8% | 7% | 7% |
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 had an experience where the product was not available in-store, despite the website or app showing it was in stock.
Retailers can encourage app downloads through omnichannel in-app experiences. Consumers want to visualize products in their home, read customer reviews, navigate the store, play games to win prizes, or save items for style inspiration.
YouGov administered the survey among 2,700 consumers in five countries (the US, the UK, France, Germany, and Australia) in September 2022. Respondents represented online and in-store shoppers and were asked about their in-store and online shopping experiences. Publicis Sapient’s analysis covers the data in more detail to help brands create relevant selections and build better customer relationships through highly personalized and engaging store 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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