Publicis Sapient conducted a survey of consumers in five countries to understand their opinions on store experience and how retailers can tailor both e-commerce and brick-and-mortar stores to fit their needs.
96% of Swedes prefer to shop for some items in-store rather than online. The top items Swedes prefer to shop for in-store are:
Very few Swedes have completely skipped the brick-and-mortar store. Only 1.9% of Swedish participants stated they no longer shop in-store, compared to 3.7% of American shoppers who shop online only.
Percentage of consumers who enjoy in-store shopping:
81% of Swedish consumers have engaged with a retailer’s app while shopping in-store, and 81% have checked retailer inventory online before shopping in-store. Across geographies, millennials (ages 25-34) are the most likely age group to engage with retailer apps while shopping in-store, with 86% participation.
Percentage of consumers who check retailer inventory always or often:
To curate convenient shopping experiences, consumers expect retailers to provide real-time physical and digital inventory information that is easy to find and up-to-date.
Retailers can encourage app downloads through omnichannel in-app experiences that allow customers to visualize products in their home, read customer reviews, navigate the store, play games to win promotions, or receive style inspiration.
69% of Swedish consumers would stop shopping at a retailer after an unpleasant experience. Additionally, 74% of Swedish consumers would likely stop shopping at a retailer if they charged to ship back return items.
YouGov administered the survey among over 7,000 participants across France, Germany, the U.S., the U.K., and Sweden. Conducted in September 2022, the purpose of the research was to enable a better understanding of what consumers value in shopping experiences. This data is meant to help brands evolve their business operations and forge lasting customer relationships through personalized and engaging experiences.