International Shoppers want an in-store experience

A new survey by CBRE has found that 79 percent of international consumers still visit a physical store to buy a product, reflecting the key role the in-store experience plays in the overall shopping journey.

The research, which surveyed 32,000 consumers across 32 countries, found that consumers see shopping as a “social activity” and, whilst online has an important role to play in the research and selection process, most shoppers still like to see and feel and get the product instantly.

75 percent of consumers globally look for specific items online and are increasingly “connected”, often interacting with retailers and other consumers to research and purchase products, and an increasing number, 42 percent, are using social networking sites for product feedback.

The study also showed the growing number of consumers using their mobile phones to compare prices and product details, with 30 percent of global consumers utilising their smartphones, while this increases with Asia Pacific consumers, for instance 49 percent of consumers in China use their smartphone to purchase items.

Dr Nick Axford, global head of research at CBRE said: “As the relationship between the physical store and the online world becomes increasingly complex, landlords and retailers face two key challenges. The first is the ongoing need to offer great service, outstanding product ranges and value added services to customers.

“Secondly they should also be looking at relevant ways to capitalise on trends in digital technology and social media. The key being to make the shopping experience more enjoyable but also as seamless as possible. Technology needs to be an enabler not a barrier. The way in which landlords and retailers work together to capitalise on the growing demand for click and collect increasingly looks like the key issue in making true Omnichannel retailing a reality.”

Andrew Phipps, head of EMEA retail research and consulting, CBRE, added: “The role of the physical store is in many ways more important than ever, it is the essence of the retail brand and should be viewed as the most important element of the overall proposition. Technology and online should be used to get the retail offer to as broad a customer profile as possible but should not be allowed or viewed as a way to change the overall proposition.”