Chapter 3: In-store shopping
33% want retailers to make the experience more interesting
In-store shopping remains an important part of life for many consumers and is the preferred channel for 39%. Retailers are responding by investing more in their stores, particularly by improving the in-person payment experience. As always, meeting (or exceeding) shopper expectations is a critical success driver. While consumers clearly value seamlessly connected physical stores, many retailers have yet to fully leverage them as powerful drivers of engagement, revenue, and brand experience.
Finding 01
Shoppers seek hands-on experiences
Shoppers love stores for the hands-on experiences that online stores can’t replicate. But, offering physical stores isn’t enough. Shoppers want retailers to bring digital elements into the store and create innovative, immersive experiences that blend both worlds. As we saw in Chapter 1, most shoppers see the store as an integral part of a wider buying journey.
Finding 02
Are retailers underestimating their stores’ potential?
Consumers are clear; they value stores, especially if they are connected seamlessly to digital channels. But, the data suggests that retailers may not fully appreciate the role stores can play in driving engagement and revenue. While 25% say they plan to expand their number of stores in 2025 and 32% offer exclusive in-store experiences, these figures suggest room for improvement. When it comes to creating destination-worthy retail experiences that blend convenience, interaction, and brand storytelling, many retailers still have some way to go.
Finding 03
Retailers are rethinking POS
In-person payments are a key aspect of the physical store experience. Speed is a main KPI for many retailers (Chapter 6) and is essential to offering customers the experiences they expect. Although many retailers are investing in new, faster ways to accept payments (for example, via mobile point of sale solutions like Tap to Pay), it is still very much a work in progress.
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