The digital age is definitely here, but despite the shift towards technology, in-store shopping experience is still as important as ever.
The retail industry has seen a drastic change over recent years, with customers increasingly choosing to purchase and research online and on mobile devices. The online and digital developments are set to grow massively over the next few years again, but despite this, it’s still proven that customers in-store experience is as important now as ever. Sales assistants with a broad and expert knowledge of products, helpful in-store technology and an easy checkout and stock reservation process is still resonating with consumers.
In-store shopping still remains as the most popular way to regularly shop. According to the PWC Total Retail Report, over 69% of survey respondents chose in-store shopping as their most regular way to shop. The majority of these consumers believe that the most important attribute of shopping in store was having sales assistants that had an expert knowledge of the product, to help with their decision making process. Many consumers are using their online devices to research and compare prices of products before purchasing in-store.
Closely following in-store shopping is expectantly PC usage, tablets and smart phones for buying online, with 82.1% of PWC’s respondents saying they shop online at least once a month. The majority of online shoppers prefer the convenience and product choice online, whilst also being able to easily compare prices. This alongside the vast opportunity for research through retailer websites, price comparison sites and the abundance of reviews makes shopping online even more convenient for consumers.
Wearable devices have also started to make their mark with consumers. The PWC have reported that since 2015, purchases through wearable devices have increased by 2.6% when purchasing monthly. Purchases through these devices are only set to rise as they become increasingly popular with consumers.
For more information about the PWC report, visit the website here: http://www.pwc.com/gx/en/industries/retail-consumer/total-retail.html
