High Streets Initiative · 10 April 2017

A third of consumers would rather wash the dishes? than shop in-store

department store
Customers are increasingly frustrated by in-store experiences
Some 37 per cent of Britain’s consumers consider shopping in a bricks and mortar store to be a hassle, while 22 per cent would rather wash dishes than shop in-store, new research has shown.

The latest industry study from retail consultancy CapgeminI revealed that while 81 per cent of retail sector decision makers still consider physical shops as important, just 45 per cent of customers agree.

The findings of the new Future of Retail survey, between 6, 000 consumers and 500 retail executives, spanning nine countries, signalled a growing divide between the opinions of the sector’s decision makers and those of consumers.

Overall, shoppers are increasingly frustrated by in-store retail experiences and understand some retailers have failed to keep pace with developments in online shopping, according to the study.

Internationally, shoppers in Sweden and Spain were found to be most dissatisfied, with 54 per cent and 49 per cent of consumers respectively in these countries claiming bricks and mortar shopping was a chore.

In contrast, just 29 per cent and 31 per cent of customers, in China and the US respectively, expressed similar levels of dissatisfaction. Shoppers in these markets, however, have become more accustomed to online retail and are therefore less likely to shop in-store.

Global head of consumer products and retail at Capgemini, Mike Petevinos, said that the data should act as a wakeup call for retail owners in developed economies. ‘shoppers are increasingly disconnected with the in-store experience, and it’s easy to see why, he said.

most physical shops remain stubbornly offline, unable to offer the speed, flexibility and sheer ease of use that consumers take for granted on websites.

The findings suggest retailers are aware of the benefits of digitisation and ecommerce, but struggle to measure these benefits in their business.



Fred Heritage was previously deputy editor at Business Advice. He has a BA in politics and international relations from the University of Kent and an MA in international conflict from Kings College London.

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