The evolution of retail shopping – balancing in-store and online preferences

The retail sector has undergone significant transformation in recent years, driven by factors such as the rapid acceleration of e-commerce, increased demand for sustainable products and the consequences of Brexit.

The recently published “Retail Resilience” report examines these changes, offering a detailed analysis of in-store retail operations and consumer expectations.

Key findings on in-store shopping trends

Despite the rapid increase in online shopping, the report highlights the continued attractiveness of shopping in stationary stores. Consumers made an average of 59.1% of their purchases in the store. Interestingly, this percentage increased in the most recent Golden Quarter (November to January), with 31.3% of respondents saying they shopped in-store more often, mainly due to Gen Z and Millennials.

The preference for shopping in physical stores during peak seasons highlights the importance of the in-store experience. The most frequently visited grocery stores were clothing and clothing stores and food and beverage outlets, indicating consumers’ strong preference for direct shopping that allows them to see, touch and evaluate products in person.

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Chris Lyons, chief revenue officer at Zucchetti, highlights this balance in the report’s introduction: “Recognizing the ever-changing retail landscape, we conducted comprehensive research into the intricacies of in-store retail operations and the expectations of both consumers and retailers. This report offers retailers valuable insight into consumer shopping habits and the ability to compare their current activities with those of other retailers.”

Consumer behavior and store efficiency

An important aspect of in-store shopping is efficiency, as the report shows that the majority of shoppers (57.5%) prefer to spend no more than 30 minutes per visit, highlighting the need for retailers to optimize their services. Retailers must balance the convenience of online shopping with the tangible benefits of the in-store experience.

Hidden costs of standing in lines

Queue time is an important factor – 35.1% of shoppers do not want to wait longer than five minutes, which often leads them to abandon the purchase or look for alternative solutions online. The report also highlighted that while 45.1% of consumers are willing to wait in line regardless of queue length, a significant number would abandon a purchase or look elsewhere for a product if waiting times exceed five minutes, highlighting the critical importance of effective queue management in maintaining customer satisfaction.

The report shows that grocery stores enjoy the greatest loyalty – 61.2% of shoppers are willing to wait in a long line. On the other hand, food outlets are less patient on the part of customers – 36.8% decide to leave the premises and find an alternative in case of long waiting times. This highlights the need for retailers in these sectors to invest in faster and more efficient checkout processes.

Recommendations for retailers

To address these challenges, retailers should consider several strategies:

1. Optimize checkout processes: Invest in technology and staff training to speed up transactions and reduce queue times.
2. Improve your in-store experience: Create an engaging and efficient shopping environment that encourages customers to spend more time in the store.
3. Balance online and offline channels: Ensure a hassle-free shopping experience in both online and offline stores.

To better understand these trends and strategies to improve your retail business, download the full Retail Resilience report today.