As UK retail emerges from the seismic shifts of the pandemic, the lines between digital and physical shopping have blurred beyond recognition. Today’s consumers expect more than just the convenience of e-commerce or the tactile satisfaction of in-store browsing—they demand seamless, personalized, and digitally enhanced experiences that bridge both worlds. For UK retailers, the challenge and opportunity lie in delivering truly unified omnichannel journeys that meet the evolving expectations of the next generation shopper.
Despite the rise of e-commerce, in-store shopping remains a cornerstone of the UK retail landscape. According to recent research, 92% of consumers still prefer to shop for certain items in-store, with perishables (64%) and fashion (48%) topping the list. In the UK specifically, 62% of consumers say they enjoy shopping in-store, and 80% plan to shop the same amount or more in physical locations going forward. The reasons are clear: shoppers value the ability to try on or see products in person (32%), touch and feel items (21%), and enjoy instant gratification (19%).
However, the expectations for in-store experiences have changed. Younger generations, especially Gen Z, are driving demand for more engaging and interactive environments—50% of Gen Z shoppers are more likely to participate in in-store pop-ups, coffee shops, or product demonstrations compared to just 24% of older generations. The store is no longer just a place to transact; it’s a destination for discovery, inspiration, and social connection.
The pandemic accelerated the adoption of digital tools in-store, and these behaviors are here to stay. Three-quarters of UK consumers have used their mobile device while shopping in-store, with Millennials leading the way (86%). Shoppers routinely check inventory online before visiting, and 38% want to be able to check store stock before making a trip. The most valuable app features for in-store shoppers include the ability to check product availability (49%), read reviews (31%), and scan barcodes for more information (21%).
Retailers are responding by integrating digital screens, endless aisle solutions, and mobile checkout options. Click-and-collect and curbside pickup have become standard, offering the convenience of online ordering with the immediacy of in-person collection. These omnichannel services are especially valued in categories like jewelry, home furnishings, and electronics, where shoppers expect virtual try-on tools and the ability to reserve or collect products at a single touchpoint.
While UK consumers are enthusiastic online shoppers—68% shop online at least weekly—less than half (47%) find online shopping as enjoyable as in-store. The biggest frustrations with online retail include out-of-stock products (77%), poor search functions (60%), and slow website loading (57%). Conversely, in-store shoppers cite inventory accuracy as a top concern, with 43% saying it’s the second most important factor when shopping in-store.
The key to a successful omnichannel strategy is ensuring consistency and transparency across all touchpoints. Retailers must invest in real-time inventory management, unified customer profiles, and seamless handoffs between digital and physical channels. When shoppers can start their journey online—researching, comparing, and reserving products—and complete it in-store with confidence, satisfaction and loyalty increase.
Personalization is no longer a nice-to-have; it’s a core expectation. Over half of UK consumers (57%) appreciate product recommendations based on their shopping history, and 41% say loyalty programs influence their choice of brand. Personalized offers, curated recommendations, and enhanced search capabilities are among the most desired features from online retailers.
Loyalty programs are especially powerful when integrated across channels. Shoppers want to earn and redeem rewards whether they buy online or in-store, and they expect personalized incentives that reflect their preferences and behaviors. Retailers that leverage data to deliver relevant, timely offers—while maintaining transparency and trust—can drive deeper engagement and repeat business.
Mobile devices are the linchpin of the omnichannel experience. In-store, shoppers use their phones to compare prices, access reviews, and unlock exclusive promotions. Retailers can encourage app downloads by offering features like store navigation, style inspiration, and gamified experiences that make shopping more enjoyable and interactive.
Click-and-collect and curbside pickup bridge the gap between digital convenience and physical immediacy. These services are particularly popular for replenishing household staples, replacing wardrobe essentials, and fulfilling urgent needs. Shoppers who use click-and-collect are also more likely to try other digital fulfillment methods, signaling a growing openness to new ways of shopping.
The next generation of UK shoppers is clear in its demands: seamless, personalized, and digitally enhanced experiences that make shopping—whether online or in-store—enjoyable and rewarding. Retailers that break down silos, embrace omnichannel innovation, and put the customer at the center of every journey will not only meet these expectations but set the standard for the future of retail.
Publicis Sapient partners with leading retailers to design and implement omnichannel strategies that drive growth, loyalty, and customer satisfaction. Ready to reimagine your retail experience? Let’s connect and shape the future of shopping together.