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Bricks & mortar stores vs. online retail


By questioning over 2,000 UK shoppers* about their shopping habits and preferences, we have identified five clear areas of improvement for retailers operating online and physical stores.

*Survey of 2,000 shoppers across the UK was conducted in partnership with Censuswide. Censuswide complies with the MRS Code of Conduct and ESOMAR principles.

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What do shoppers really want from retailers?

Retailers are working in an ever-changing environment. The economic, societal, and even political changes that have emerged post-2020 have created an entirely new marketplace that is evolving rapidly. This publication looks at what today’s customers want and explains how you can improve your commerce strategies to meet these needs.

Key insights include:

  • One simple change that would make 36% of shoppers more likely to purchase when shopping online

  • What percentage of shoppers attempt to shop online only to exit due to a bad checkout process

  • The one thing that deters 44% of shoppers from wanting to shop online instead of in-store

  • Something that could substantially improve revenue for many retailers if integrated into physical stores



Make the most of these findings

We’ve identified 5 actionable areas of improvement for retailers. These will improve customers in-store and online experiences using technology and lead to increased revenue for retailers.

  1. Social commerce

  2. Customer service

  3. Search capabilities

  4. Checkout Process

  5. Delivery options

Our research has confirmed that it’s imperative that any ecommerce strategy continually asks the question ‘what do our customers want?’ Unfortunately, in our experience, too many retailers base their ecommerce strategies on the latest trends and technical capabilities rather than what customers actively want.

Matt Sherwen, CEO