Customers want closer ties between in-store and online says study

15th September 2016

Shoppers want online services in-store says survey

Shoppers across Europe want a seamlessly connected shopping experience between store and online channels, according to new research from international property group CBRE.

The company, working with research specialist Ipsos Mori, carried out a pan-European study of more than 13,000 consumers. The results suggest that shoppers want greater integration between channels and greater use of technology in physical stores.

A large majority (84 per cent) of respondents want to see complete parity of services so, for example, they could return online purchases in-store. A similar proportion (83 per cent) want to see free same-day delivery for store purchases, with 80 per cent expecting to be able to order in-store for home delivery.

Half of the consumers involved in the study would like to see shops offering virtual reality product ‘testing’ in the future. And many seem keen to develop closer relationships with brands, with 68 per cent saying they would welcome personalised offers based on their shopping habits or behaviours.

“This research outlines the valuable opportunity available to retailers who are able to capitalise on consumer trends by providing seamless online and in-store experiences,” says CBRE head of retail research Andrew Phipps. “Investment in the online business must go hand-in-hand with in-store, realising the potential that technology creates to deepen relationships with customers.”